Shepard Fairey X Levi’s Collab in Times Square NYC

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Shepard Fairey working on wheatpaste installation in Times Square, as part of Obey x Levi's Promotion (Photo: Jacob Breinholt)
Shepard Fairey working on wheatpaste installation in Times Square, as part of Obey x Levi's Promotion (Photo: Jacob Breinholt)

Shepard Fairey, the graphic designer turned street artist/clothing designer, has teamed up with Levi’s for his latest collection. As a part of the promotion for the Obey x Levi’s collaboration, Fairey created a wheatpaste installation in the middle of Times Square, New York City, right in front of the Times Square Levi’s store.

shepard-faireyXLevis-NYC Photo by: Jacob Breinholt

Times Square is pretty much always full of people. In addition to the Shepard Fairey fans that came out specifically for the event, there were a healthy amount of passersby, who were attracted by the crowd and the cameras. Fairey’s bold contrasting colors were popping in a surreal way under the barrage of LED fueled lighting that was spilling from all of Times Square’s massive electronic billboards.

shepard-faireyXLevis-NYC Photo by: Jacob Breinholt

It took Fairey and his small team about 45 minutes to complete the installation. Before heading across the street to the Levi’s store, Shep, distributed hands full of stickers and prints to his fans.

shepard-faireyXLevis-NYC Photo by: Jacob Breinholt

Back at the Levi’s store, patrons were given Fairey prints with every purchase of an item from the Obey x Levi’s collection. Fairey was on hand to autograph his prints, after completing the wheatpaste installation.

The Obey x Levi’s collection features several denim staples, including a jean jackets (one of which Shepard was sporting at the event), and jeans. Obey x Levi’s collection also offers hoodies and flannels.

Fairey commented on the collaboration, stating, “I’ve always felt that keeping my art bold, simple and refined was a way to cut through the clutter, and it’s a formula that Levi’s has used for decades that keeps them accessible and populist yet stylish and relevant.”  He also said, “The posters I created for Levi’s are a return to the roots of my style: one side with an industrial propaganda poster feel that connects with the heritage of Levi’s as a brand for workers, and the reverse side reflecting my other biggest influence, punk rock, and the connection of Levi’s to punk and rock in general.”

Doug Sweeny, vice president of Marketing for the Levi’s brand commented on the collaboration, saying that, “Shepard Fairey is a groundbreaking innovator who has changed the way art is perceived and consumed in our world today. His revolutionary work uniquely reflects the optimistic, pioneering spirit of the Levi’s brand, making Obey x Levi’s a truly authentic collaboration. As fans and loyal supporters of Shepard’s pioneering art, we are proud to introduce this special clothing collection rooted in Shepard’s favorite Levi’s styles.”

Some articles from the collection can be seen below.

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