The RISE & FALL of OBEY Clothing

#ObeyClothing #TheCasual #Howtostartafashionbrand
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Obey clothing was at peak popularity in the early 2010s but has since been in the background of the fashion world. Reggie breaks down what happened and how other brands can prevent the same fate.
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[@HopsinThaGoat]

Back when Diamond Supply & Obey ruled the "SWAG" era

[@inika1000]

Forgetting Crooks N Castles lol

[@chillhomie7]

i thought karmaloop was a gold mine back then lol

[@HopsinThaGoat]

@@chillhomie7 my first dozen clothes orders all came from karma loop or east bay

[@briantruck2284]

True

[@truckin3266]

fuckhopsin

[@sicc]

obey was a gateway drug into 2014 streetwear

[@chrislg4519]

What does it mean... Gateway drug?

[@dannylewis5900]

ay cozy boys

[@j_oe6919]

yeah

[@brendominus]

TI$∆ snapbacks would be a good topic for another video!

[@dominicneal1901]

You know I watch all these videos and I hope and pray I never see one for the hundreds. Truly one of my favorite brands.

[@zionlumaquin2645]

I don't think that will happen, yeah they sell in some stores but have one physical location to themselves that attracts people to that 1 sole location

[@michaelsoo1396]

The Hundreds is sold at Zumiez bro sorry its already there

[@zionlumaquin2645]

@@michaelsoo1396 How tf did I forget about Zumiez well I just hope it never happens

[@nym5qu17]

their quality is top notch, absolutely love them

[@dominicneal1901]

@@michaelsoo1396 hella brands are sold at Zumiez. I wouldn’t consider that the criteria for them failing

[@Genkai_the3rd]

Damn this video brought me back to 2008-2011 lol the photos y’all used was exactly me 🤣

[@THECASUALco]

Interesting times indeed.

[@ANGRYBOYAARON]

FACTS 🤣🤣🤣

[@Fros3tedCh33rios]

Obey is still a good ass brand though. And I'm glad it's not as big like it used to be. Makes it rare in my eyes. Plus I don't like rockin whatever everybody else wears. Also people need to understand why Shepard made the brand it really makes it unique. To all the people who hold it down still for Obey 🤝

[@nitram7522]

So happy to see this! No argument in its downfall but Shepard has done amazing things around Providence, and is still widely recognized for his work and time in the city. Thanks Reggie! Shoutout my Rhode Island!!

[@THECASUALco]

Shep is a good dude. He's certainly not a failure and the work he has done is inspiring.

[@Requeueing]

I just love the graphics on some of the tees' backs, that combined with the quality of the heavyweight tees is a dealmaker for me.

[@xxraverxxonxtacy]

I didn't care about Obey's exclusivity even when they were hot. Like most of us we hit up the Obey sample sales twice a year for them steals and deals.

[@TheQsanity]

My friends only wore them because they were available through sample sales

[@WayneLLC]

Supply, demand and exclusivity are my take. Actually owned a Obey cap in the past, but yes where I am, it is associated as being cheap. Great insights yet again Reggie! Really love such videos that talked about past brands, especially ones that were during my era. Would love a series on rise and fall of brands.

[@THECASUALco]

They are coming for sure

[@WayneLLC]

@@THECASUALco can’t wait Sir!

[@MichaelYT22]

I bought one online. waiting for it in the mail. mlg dank shit

[@alexpietsch2108]

I’d love to hear about the downfall of crooks and castles as well!

[@distortedinfo]

i second this

[@knowledgegod2635]

Was it ever up? 10 deep on the other hand... That was ill

[@rsantos7051]

The owner's grew up and no longer had the same interest as their target customer base. Also, one of the founders passed away and the rest found other business endeavors. Recently it was sold to a t shirt mfg tycoon.

[@judgy3]

I got a sweet C&C cap with a huge, wide brim that sticks up like a duckbill, love it!

[@tankbxy7609]

fuck that. obey is not dead in my world. i still pick up pieces here and there. never been into the overhyped pieces, tho. the first time i ever saw obey was on a punk kid's jacket back in middle school. (in the early 2000s) and we became friends because of that jacket. it will always be a staple brand to me outside of my religiously worn brands.

[@eoretaspace]

OBEY also took some hit when ppl were using the obey brand for their memes depicting preteen fuccbois and yolo ppl

[@claysoggyfries]

Nah that’s not why. People make memes now that use Supreme too

[@a1simpsauce]

Im wearing a obey shirt rn

[@markquiroz4706]

great content as always..would love to see Xlarge brand the pioneer on streetwear in L.A much love and respect from the Philippines.

[@damnshitashley]

At UC Irvine circa 2007, some vendor used to come with a bunch of sample Obey stuff and sell it for cheap right on campus

[@keezytv7854]

What’s the brand was sold at Zumiez. It was over for early adopters 🤔

[@THECASUALco]

Never ever go the Zumiez route if you want your brand curated well.

[@allenm935]

THE CASUAL why not? Brands like Primitive seem to be doing well

[@keezytv7854]

Once the brand ********

[@keezytv7854]

@@allenm935 it’s just extremely commercial that’s all. I’m sure whenever sells to zumiez is gettin a major bag.

[@THECASUALco]

Note: "if you want it curated well". Primitive was already established before it started showing up at Zumiez. Plus Primitive is a "push brand". It's name makes individuals want to shop at Zumiez, which as a result most people will shop at Zumiez for Primitive. Zumiez doesn't try to sell by brand but by style. Thus, your brand is included in a style organization chart instead of its own distinct aesthetic. You can USE Zumiez IF you've already established a look, but even then you can risk oversaturation.

[@mellowbeatz93]

obeys quality was and is still outstanding...still got a printed jacket from them that I bought about 5 years ago. And it looks still like newly printed lolol

[@jesusmaldonado1897]

I would love to hear about the business side of Japanese labels like Undercover and Cav Empt

[@miguelbraz2629]

Could you do one about Billabong? Really popular in the 2000's cool surf/skate era but not that relevant today. Also Element, Fallen and others alike

[@reggiefigueroa5263]

I’m all honesty all these street wear brands still are alive and well in there original intended culture.. SKATEBOARDING! LRG, DIAMOND, OBEY, STUSSY . Supreme is the only one that is seen as a fashion statement but ask any real skater if obey is in style it still is in the skate culture atleast in my local skate scene

[@nym5qu17]

obey is a dope brand, never had any but i respect them

[@laninfapimentel311]

Thank you, Reggie, this is very helpful information! Please keep this kind of content coming, I'm starting a brand and i'm scared...

[@12347090]

Obey is still hot in the netherlands. And here it is not considered as cheap at all.

[@ZORKSYKO]

whats sup Reggie love the videos would be dope to see videos on brands like 10deep , black scvle , crooks & castles

[@albertoportillo4094]

One idea that would be cool to see you cover is the “resurgence” of brands like Stussy and the Hundreds

[@THECASUALco]

I like this idea. ~Reggie

[@sickslick8089]

Oh man summer 2011 memories which when obey was at its peak.

[@KIdD1Hoffa]

I still love Obey

[@TheMrFishnDucks]

Great video. Keep up the good work.

[@jovanysj]

Would love to hear Shephard Fairey talk about this. Knowing his art background and work I'd like to think he never intended to make it a hype brand. Just seems completely off from his message and what he seems to stand for.

[@distortedinfo]

cops went after him for his graffiti after he got big in the art world. started the clothing company to pay for his lawyers.

[@jovanysj]

@@distortedinfo Hmm that makes more sense. Does he mention that somewhere?

[@UCABrSfFxOw_91MsYSwPABqQ]

I think it's funny. A funny irony. But still sad.

[@TinaB.elcher]

learned a lot from this video! New sub for sure

[@dhaloh]

Obey was the OG supreme.

[@dat_boii]

The main take-away from this video is that the consumers are kinda really a bit stupid. Brand upper-management create artificial scarcity of products to manipulate consumer perception and increase the price, and the consumers react by throwing their money at them, thinking they'll look cool and stylish. Maybe they do look cool to their peers but it's hard not to see them as a victim of clever marketing when you understand the systems at play and how they aim to extract money from consumers in the most extortionate way possible. Even the concept of relevance seems like just a marketing tool to increase product turnover.

[@aggleale]

If you didn't know Obey's name, logo concept, and idea of the brand is all taken from a film called 'They Live'

[@baydenlikesmilk947]

nice vid man :) love your vids.

[@veepeecee8630]

Man I remember the OBEY FAZE it was such a great clothing brand! Now I don’t even know where to buy it. I thought they went outta business

[@brock1120]

They have a website ya know.

[@Efreezy29]

Very well made video!

[@georgeybushy]

This was a banger haven’t seen a vid from u in a minute but this was proper. U still in Japan what do u do there?

[@ColdChills01]

More more more!!! 👍🏾 😃 Thank you

[@FutureLaugh]

Did you already do a vid about Marc Ecko?? he was on top of the hiphop clothing game for ever when i was a kid. his instagram doesnt even have many followers today. wtf happen to him??? he even had a video game!

[@rodrickngonyoku5042]

Obey just reminds me of rappers like KidInk, Tyga, BOB, Chris Brown and Lil wayne from the 2010s

[@MrMiyabi]

Time to cop obey for cheap before people hop back on the wave and skyrocket the prices again

[@whatachola]

Who remembers Famous

[@MrTheonly1one]

Subbed good video!

[@paydaydj2922]

You should have mentioned the logo design referencing the film "They Live"

[@walesu.k.2108]

Obey still is a staple of the Art World

[@ricolewis2949]

So, NO MENTION OF WWE CHAMPION ANDRÉ THE GIANT BEING THE FACE OF OBEY? Do your research, Reggie!

[@THECASUALco]

Thats common knowledge though. The rise and fall had nothing to do with the Andre print bruh.

[@seanmcmillan2134]

OBEY, Diamond Supply CO. , Stussy ; Skater boy swag circa 2014-16

[@adrianmontes2873]

Diamond and obey weren’t really too relevant in 2016 anymore.

[@evzzs]

Where I come from, this is how we sum it up...it was cool, but everyone killed it.

[@truthreignsforever9286]

Hello Casual, I like your Insightful videos. Do you have an email for consultation hiring? ☝️😎

[@herby9345]

Do an episode why evisu jeans is so expensive?

[@LONKALUKSV]

People still wear this shit here in Sweden. Was never on the obey train myself.

[@j-m-e4478]

Im a fan of his street art and still wear the brand because of it. If it fell of it fell off with the swag crowd which I'm happy about.

[@Lionel_tig3r]

I had a obey fitted in 2010 with only the Andre face didnt say obey, and every single person would be like whoa what is that what brand is that where’d u get that? And then ya idr when but obv years later I saw frat bro’s wearing obey snap backs.. lol

[@Hopahola]

Isn’t obey still around

[@Nix_IoI]

I have an obey backpack but I haven't seen anyone else wearing it

[@nukeboy9994]

Great to see Anderson Silva speaking straight English

[@Teajonmustard]

Every cook kid in elementary and middle school had this 😔

[@EpicSH]

can you make a video about hysteric glamour pls :)?

[@eng2625]

What happen to Dickies?

[@THECASUALco]

They began to crush it in other places than America. Coming soon.

[@MIKE_BLM_BDS_ACAB]

I think you are missing something key. I don't think Shep wanted a super elite brand. He is first and foremost focused on his art practice. Clothing is a side thing. I suspect like his art he is committed to providing affordable clothing. He sells print editions basically every week. Every week all 400 or 450 pieces sell out in seconds. He could easily charge double or triple or produce less and sell them for 10 or 20x but he doesn't because he wants as many people as possible to have access. I really admire that. That is a rare approach in the art world. He is who he is, not trying to be too cool for school. It isn't for those looking to spend a small fortune on their wardrobe or for people who blindly follow every trend. I suspect they are made for anyone who likes the graphics or like his art and likely aren't really spending too much time concerned with what others think of their clothing.

[@THECASUALco]

I didn't miss that part. It wasn't considered because if we look at the brand today you can see it's trying to reinvent itself. Shepard himself is considered an artist. So for himself as an artist he's just fine. But the brand he started has lost its competitive edge. He can be committed to affordable clothing, and still maintain the brand's ideology.

[@Reyzor06]

Is this thing going to happen with Yeezy? Yeezy sneakers now flooding the market and the future Gap x Yeezy

[@NyeelahLewisevents]

Omg that wasn’t just any random sticker, It’s Andre the Giant(pro wrestler) it was during an era where people were obsessed with wrestlers, for example Hulk Hogan, Jimmy , Randy Macho-man Savage etc

[@THECASUALco]

Also this is widely known. We didn't think this was worth mentioning as the point of the video wasn't to go deep into Obey as a brand but it's overall rise and mistakes. We also know that the first sticker that Shep created was hit with a cease and desist and that's why the second sticker exist. We also know that Shep wanted to invoke a political message with his designs, and we also know that he was inspired by John Carpenter's 1988 film "They Live". But truncating that into a vid in less than 10 minutes is a bit of a stretch. So we give a business review.

[@NyeelahLewisevents]

As much as I would like to agree with you on this , you think generation z knows who Andre the giant is? They don’t research as much as we do.. But I digress, good job

[@augusta1994]

swagapino

[@captainkickazz360]

Oh my god does that bring me back. Remember when wearing 2 snap backs was a thing?

[@augusta1994]

@@captainkickazz360 wait is that a thing? lmaoo

[@imissme8313]

One word .............2012

[@sneakeraesthetic1487]

Yo why don’t odd future get any love 😪

[@BHTSGOHARD]

Rise and fall of the hundreds rise and fall of black scale

[@preacherman9018]

I bought a $70.00 Obey jacket today for $6 at the thrift store. It was never worn. New and perfect because it's ultra light nylon. I will give it a silicone treatment and turn it into a warm weather Sil Nylon rain jacket. The Lord my Father knew I wanted one exactly like this and gave it to me as a gift today. The only thing I thought odd was the label that peels right off with no effort 😄. I like the woodland camo. That will be perfect for just in case it rains Spring, Summer and Fall to keep in my day pack . Awesome possum, God is good! kzbin.info/www/bejne/mn2ue4x5atOMY6cfeature=shared

[@noooname2568]

Nah Obey still lit 🔥 their tees are quality

[@lighthousesociety.]

I never rocked with the brand, but they definitely made it accessible to look cool during the swag era. And it was an introduction into streetwear for a lot of people who otherwise never would've known about fashion. Salute

[@geralddragons3213]

This is not a true statement . Obey was not an alternative . Supreme was always on its on status . And elevated high. Obey was like adidas . It was just a different brand to put on like Alife ,gstar

[@Kaelmara]

swagapinos wya

[@EssenceYT]

Ah yes back in the day people would label those who wear Obey during the early-mid 2010's as the go-to fuckboi clothing. Let's just say people at my middle school either loved it or hate it.

[@jalonkickz3859]

Only go's remember the I heart haters hat.

[@TheSandboxLA]

I'd say obey became popular from the obama campaign with the posters. Atleast that was the case here in the westcoast.

[@TheSandboxLA]

And furthermore Obey saw more of an underground push a few years before Supreme did. Sure Supreme was always a "if you know you know" brand in the 00s but no one was really shopping for it until Tyler the creator came on the scene sometime in 2011. And thats just a fact

[@MostlyAutomotive48]

17 Obey diehards disliked this video...

[@roblu9933]

Nothing wrong with oversaturation. The problem is scaling and marketing. Nike is oversaturated, their simple logo slapped on a T can increase an items value by 10 fold easily. Obey had some of the best designs of any clothing brand to ever be considered 'street', they just had poor execution. Nothing wrong with making it big, once you have the money you can reach down and sponsor other up and coming designers to carry own a legacy and create new trends. Small scope and poor management.

[@mcqueenwiththehugecock4875]

One can really see that you like making videos

[@tomc2491]

Back when everyone wanted to dress like the new boyz 😂

[@kayilla6413]

Chino with snap back lmao

[@tomc2491]

@@prodbythirtytwo I know

[@reklessi0761]

What’s the brand was sold at Zumiez. It was over for early adopters 🤔

[@charlesdalast5604]

I still wear Obey. I like the quality and aesthetic of their stuff.

[@kevintravis2682]

Yea u get no play 🤣🤣

[@SIKEGNGG]

@@kevintravis2682 and?

[@DRAKOSANTANA]

Bro stuck in 2012

[@youngpavblo7255]

Bring them back. Bro im tryna brick and ecko and rocawear.

[@kevintravis2682]

@@youngpavblo7255 Semaj?

[@pagethreemodel]

Omg those horribly edited photos of the kids in Obey is screaming 2012 era Tumblr at me.

[@Five-uy6xn]

Lmaooo I’m cringing so bad

[@alexmathewmendoza]

The "swag era" of 2010-2013 or so is definitely something to marvel at in retrospect. I was in high school around that time and boy did I see a whole lot of sleeveless jean jackets, Bulls M&N snapbacks, GoodWood chains and Vans.

[@Ddreinthebay]

The good wood chains!!!

[@Mrpartyallnight101]

Ugh i still have 2 goodwood chains somewhere lol

[@Ivanmaradonaaa]

It seems we're all about the same age, lmao

[@4DaFam]

Same i was in HS from 09-13 and my senior year everybody had a sleeveless jean jacket 😭😭😭

[@BOOLERTHANOPPS]

🤣🤣💪🏾

[@marclewis3450]

Would be interesting to see one on Ed Hardy.

[@THECASUALco]

That WOULD be interesting

[@tonyordonez5570]

He’s coming back tho little by little

[@Partario]

@@tonyordonez5570 Definitely, the early and mid 2000s are coming back

[@BrickWolfy]

@@tonyordonez5570 Ive been saying this for like 2 years and as you said, Im seeing it more and more

[@marclewis3450]

@@THECASUALco now I saw this and I’m glad you’ve done a video on it! Thanks 🙏🏻

[@ntsakomathebula4840]

Early 2010's didn't help Obey in graceful aging. That Aesthetic died as fast as it Hit the Market.

[@xenialala9898]

jpgirl.buzz/dRhojleFaxH 頭を滑らせ続けると、足が疲れてきますか？

[@unknownaura]

Not really but ok.

[@ntsakomathebula4840]

@@unknownaura Alex you need to elaborate

[@noraaeel6106]

You forgot to mention the amount of bootleg/fake OBEY clothes that were everywhere. It definitely contributed to OBEY's lack of appeal.

[@kierenmurillo2576]

Obey is still my favourite brand because of my love for Shepard fairey. I don't give a fuck about hype brands, I care more about the meaning.

[@terrinhicks-jacobs9630]

Say what you will about OBEY, but the quality of the clothing is still A1. bought a hoodie for 100$ Canadian and it’s better quality than some 500$+ hoodies that used to and still own

[@mr.cifuentes1779]

is the colour still fresh or did it fade?

[@terrinhicks-jacobs9630]

@@mr.cifuentes1779 it’s an All White hoodie with a blue collegiate embroidery, the embroidery is still in perfect shape and colour a year later

[@mr.cifuentes1779]

@@terrinhicks-jacobs9630 nicee

[@tankbxy7609]

i've had a particular obey hoodie for over 10+ years and it still feels and looks great. and i wasn't even the first owner. i thrifted it.

[@killar1one]

i love the designs they use, do u know of any brands which are similar too obey aswell i’m very much into there style of clothing?

[@baydenlikesmilk947]

i remember when obey was so huge, every body had that one obey tanktop.... lol🤣🤣 now its clowned on...... trends change so fast....

[@StratosFair]

lmao these were dark times in streetwear fashion for real

[@flipe125]

Every thing that peaked in 2012 died after 2014 lol. The whole idea of streetwear was so corny and mainstream then ahah it was la H&M level gear

[@nox7282]

Streetwear is still in...

[@Chenraymond]

I remember obey as the swag boi starter pack lmao. It was memed over everywhere

[@AbandonedRaven]

If I’m going to be honest with myself, if it wasn’t for skating and getting into Obey/Diamond and those types of brands, I wouldn’t have gotten into Supreme for so many years now.

[@THECASUALco]

Gateway brand for sure.

[@AbandonedRaven]

@@THECASUALco I also like what you said about the oversaturation. One of the reasons I remember not liking about Obey overtime is how it started getting associated a lot more with brands like Been Trill and the whole swag/trill movement. Great video

[@aaronhernandez2971]

I feel like slowly they’re on a comeback

[@shilez3171]

Same

[@deechtebroer7037]

Obey still sick

[@SinkyEU]

I love their pants

[@tonyorellana5600]

I still rock obey

[@deechtebroer7037]

Still cool

[@kinkaly]

Oh man, I remember I had this OBEY hat that i wore ALL THE DAMN TIME!!! Definitely grew out of this brand, but it still holds a special place in my heart haha

[@ethanlightner4012]

days before Supreme sold

[@-Anonymous-.]

The best Mall/pacsun/Zumies type of brand that STILL stands the test of time & is underrated today: H U F clothing. Simple logos, & dope ass SUBTLE graphics tees

[@grvyrdgang5672]

Do a video on pink dolphin

[@zergb]

obey is kinda coming back tho. they have some nice pieces like the channel jacket and the dibbs jacket

[@girthfrombirth4408]

I would wear obey over vlone any day of the week, im shocked how alot of people fw vlone its cancer in clothing form