Shepard Fairey

The first aim of phenomenology is to re-awaken the sense of wonder about ones environment. 

Shepard Fairey is an american contemporary graphic designer and illustrator who emerged from the skateboarding scene. He first became known for his 'Andre the giant has a posse' (OBEY) sticker campaign. The sticker aims to stimulate the curiosity in people and question the sticker as well as their surroundings. Because this type of propaganda is not as common as it used to be the motive isn't immediately apparent, but the 'OBEY' logo has no meaning; therefore is adaptable to whoever questions it.

'The OBEY campaign is rooted in the Do It Yourself counterculture of punk rock and skateboarding, but it has also taken cues from popular culture, commercial marketing and political messaging. Fairey steeps his ideology and iconography in self-empowerment. With biting sarcasm verging on reverse psychology, he goads viewers, using the imperative “obey,” to take heed of the propagandists out to bend the world to their agendas.'

shepards range of clothing was formed in 2001, and is an extension of his work.Aligned with his populist views, clothing became another canvas for him to spread the word.