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Since 1989, the Obey street art campaign has become an important urban phenomenon, subconsciously touching those well aware of their environment. Through the vision of Shepard Fairey, Obey has evolved into one of the most controversial yet influential symbols of the 21st century.

The clothing became another medium for his messages and ideas, which range from critical appraisals of current political situations commentary on environmental issues to the appropriation of Soviet propaganda style colour schemes.