I had been following Shepard Fairey’s work along with the OBEY brand for years. What intrigued me most was the message behind the fashions. I loved that the brand used reverse-psychology and sarcasm to speak on the commercial and political conditions of society. I found them effective because they brought together diverse subcultures of graffiti artists, musicians and skaters to relay a united message of self-empowerment. The more you question things, the more knowledgable you will be about the world around you – hence more powerful. “The Medium is the Message.” Genius.
Now, you could imagine how thrilled I was when my first professional opportunity in the fashion industry was a marketing/public relations internship at the OBEY, Loser Machine & Dark Seas headquarters. Those four months of commuting from LA to the OC while working another job and going to school full-time took a lot of drive (ha’). The consistent hustle got my creative juices flowing and completely flipped my perception of the future. After working with the OBEY posse my mind was set, this is the industry for me.
A business does well when it understands and engages with its target audience. A business excels beyond the norm when the working team consists of people who are apart of the target audience themselves. “Love what you do and you’ll never have to work a day in your life.” Believe in what you are working towards, channel your passion into everything you produce. It’s not just about clothes or accessories, it’s the lifestyle. That’s what OBEY taught me and two years later, here I am; I couldn’t be more thankful.