OBEY is a clothing company founded in 2001 by street artist and illustrator Shepard Fairey as an extension to his work in activism. The OBEY meaning 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. The brand is known for incorporating politically and socially provocative propaganda into the designs of their clothing. OBEY is about variety and experience, thinking about your surroundings and questioning the purpose. The medium is the message.