The RISE & FALL of OBEY Clothing
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- čas přidán 8. 09. 2024
- #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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Back when Diamond Supply & Obey ruled the "SWAG" era
Forgetting Crooks N Castles lol
i thought karmaloop was a gold mine back then lol
@@chillhomie7 my first dozen clothes orders all came from karma loop or east bay
True
fuckhopsin
I still wear Obey. I like the quality and aesthetic of their stuff.
Yea u get no play 🤣🤣
@@kevintravis2682 and?
Bro stuck in 2012
Bring them back. Bro im tryna brick and ecko and rocawear.
@@youngpavblo7255 Semaj?
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.
The good wood chains!!!
Ugh i still have 2 goodwood chains somewhere lol
It seems we're all about the same age, lmao
Same i was in HS from 09-13 and my senior year everybody had a sleeveless jean jacket 😭😭😭
🤣🤣💪🏾
obey was a gateway drug into 2014 streetwear
What does it mean... Gateway drug?
ay cozy boys
yeah
TI$∆ snapbacks would be a good topic for another video!
Would be interesting to see one on Ed Hardy.
That WOULD be interesting
He’s coming back tho little by little
@@tonyordonez5570 Definitely, the early and mid 2000s are coming back
@@tonyordonez5570 Ive been saying this for like 2 years and as you said, Im seeing it more and more
@@THECASUALco now I saw this and I’m glad you’ve done a video on it! Thanks 🙏🏻
You know I watch all these videos and I hope and pray I never see one for the hundreds. Truly one of my favorite brands.
I don't think that will happen, yeah they sell in some stores but have one physical location to themselves that attracts people to that 1 sole location
The Hundreds is sold at Zumiez bro sorry its already there
@@michaelsoo1396 How tf did I forget about Zumiez well I just hope it never happens
their quality is top notch, absolutely love them
@@michaelsoo1396 hella brands are sold at Zumiez. I wouldn’t consider that the criteria for them failing
Back when everyone wanted to dress like the new boyz 😂
Chino with snap back lmao
@@prodbythirtytwo I know
Early 2010's didn't help Obey in graceful aging. That Aesthetic died as fast as it Hit the Market.
jpgirl.buzz/dRhojleFaxH 頭を滑らせ続けると、足が疲れてきますか？
Not really but ok.
@@unknownaura Alex you need to elaborate
Say what you will about OBEY, but the quality of the clothing is still A1. bought a hoodie for 100$ Canadian and it’s better quality than some 500$+ hoodies that used to and still own
is the colour still fresh or did it fade?
@@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
@@terrinhicks-jacobs9630 nicee
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.
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?
Damn this video brought me back to 2008-2011 lol the photos y’all used was exactly me 🤣
Interesting times indeed.
FACTS 🤣🤣🤣
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.
You forgot to mention the amount of bootleg/fake OBEY clothes that were everywhere. It definitely contributed to OBEY's lack of appeal.
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 🤝
Omg those horribly edited photos of the kids in Obey is screaming 2012 era Tumblr at me.
Lmaooo I’m cringing so bad
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!!
Shep is a good dude. He's certainly not a failure and the work he has done is inspiring.
i remember when obey was so huge, every body had that one obey tanktop.... lol🤣🤣 now its clowned on...... trends change so fast....
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.
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.
My friends only wore them because they were available through sample sales
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
I bought one online. waiting for it in the mail. mlg dank shit
I remember obey as the swag boi starter pack lmao. It was memed over everywhere
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.
They are coming for sure
@@THECASUALco can’t wait Sir!
Im wearing a obey shirt rn
I’d love to hear about the downfall of crooks and castles as well!
i second this
Was it ever up?
10 deep on the other hand... That was ill
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.
I got a sweet C&C cap with a huge, wide brim that sticks up like a duckbill, love it!
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.
Gateway brand for sure.
@@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
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
I've never been a fan of the brand at the beginning. Especially for that giant logo that was everywhere.
But now I appreciate their products much more and I think they're actually great (dispite the much higher price tag)
nowadays I got some stylish Obey pants for cheap with patterns like houndstooth which i don't see else or for far more expensive (burberry or daniel hechter)
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.
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
lmao these were dark times in streetwear fashion for real
I feel like slowly they’re on a comeback
Same
Obey still sick
I love their pants
Man... I remember Obey I still have a snapback from them ahh 2011 vibes
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
Streetwear is still in...
great content as always..would love to see Xlarge brand the pioneer on streetwear in L.A much love and respect from the Philippines.
I have some vintage obey hoodies I still rock till this day they’re simple & clean. Never worn their t shirts tho. I also used to wear diamond before it became a swag thing that’s what killed it for me I stopped wearing it as soon as the jerkin era evolved... LRG is still kind of underrated I think just like Volcom.
I Feel like there were so many brands back then that have been forgotten DGK, Mishka , Crooks and Castles, 10 Deep, DOPE, HUF , Diamond , LRG they were all part of that Swag Era
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
OBEY also took some hit when ppl were using the obey brand for their memes depicting preteen fuccbois and yolo ppl
Nah that’s not why. People make memes now that use Supreme too
What’s the brand was sold at Zumiez. It was over for early adopters 🤔
Never ever go the Zumiez route if you want your brand curated well.
THE CASUAL why not? Brands like Primitive seem to be doing well
Once the brand ********
@@allenm935 it’s just extremely commercial that’s all. I’m sure whenever sells to zumiez is gettin a major bag.
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.
I still rock obey
Still cool
I was in the middle of a different video, got the the Casual alert, said fuck this video and switched. 😂
As is right in the world. 🤣
Do a video on pink dolphin
Never forget Anchor Blues ... never forget ...
I would love to hear about the business side of Japanese labels like Undercover and Cav Empt
Fall? Nononononono my friend. Still one of the best clothing brands EVER
I really don't care about fashion but I stumbled on this video and you are really good!!
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
You should do a video on the rise and fall of famous stars and straps
Yeah over in the states and Tokyo it definitely is seen as a uncool brand. But you'd be surprised how brand perception of obey is in other regions of the world. I live in south east asia and the "cool" kids would still rock Obey. That being said, due to our economy and exchange rates, brands like off white and the likes are really not accessible to a big part of the market locally. But obey just hit that sweet spot in terms of price and value. Not to expensive where u can't afford but not too cheap where its perceived as too accesible thus plays a role whether it is cool or not. Long story short. We don't have the buying power to always buy Undercover even for upper middle class folks. But the hundreds and obey just hits that sweet spot.
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
days before Supreme sold
"...the horror of owning something that became irrelevant..."
This is a whole new world to me hahah
The LeafyIsHere hat lol
Obey is still hot in the netherlands. And here it is not considered as cheap at all.
bought some old OBEY a couple of years ago after seeing the Shepard Fairey doc on Hulu
Would have liked to hear about swag era more, could be a half hour episode
The hundreds hoodies quality is immaculate !
This video has so many gems in it, thank you Reg
Great video. How about exploring Johnny Cupcakes?
Thank you, Reggie, this is very helpful information! Please keep this kind of content coming, I'm starting a brand and i'm scared...
obey is kinda coming back tho. they have some nice pieces like the channel jacket and the dibbs jacket
Very well made video. Loved the contents!
One idea that would be cool to see you cover is the “resurgence” of brands like Stussy and the Hundreds
I like this idea. ~Reggie
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.
cops went after him for his graffiti after he got big in the art world. started the clothing company to pay for his lawyers.
@@distortedinfo Hmm that makes more sense. Does he mention that somewhere?
I think it's funny. A funny irony. But still sad.
Why does the obey logo on the cap look like supreme?
obey is a dope brand, never had any but i respect them
Do you think the Jordan’s but in particular the Jordan’s 1 will fall victim to brand over saturation?
Hi reggie, a nice episode can be going through briefly on some older brands like crooks and akademics or creative recreation and see where are they today and what went wrong.
Let's do it
whats sup Reggie love the videos would be dope to see videos on brands like 10deep , black scvle , crooks & castles
looked like the Supreme store in Fukuoka was shown
Damn I used to love those Obey hats lol
I still rock with obey
Oh man summer 2011 memories which when obey was at its peak.
If you didn't know Obey's name, logo concept, and idea of the brand is all taken from a film called 'They Live'
I didnt even know about OBEY until I saw a nice colored hoodie on Tilly's. I dont care about exclusivity or brand names in fact I prefer no label on the front if anything but a nice unique color, good material, nice fit and reasonable price. They're charging $90 for their hoodies basically and Id never spend that much on a hoodie but when the obey hoodies are on sale for $40-60 I wouldnt mind buying a few. They actually have a Obey bold recycled mens hoodie in lavendar that I like right now but not for $98. I dont own any exclusive clothing other than a "wicked clothing Good boys finish last" sweatshirt in large which is probably worth $200+ to the right person and I only paid $50 for it.
can you do a video like this on Champion? I feel like that would be interesting angle on this topic of over saturation / resurgence battle.
They were popular in the 2009-2013 swag era
Woke up at 5am got a notification I watch
I still have an obey shirt from 2013 still in tact 🤝🔥
What I liked about obey was a lot of the designs had a meaning it wasn’t just a design slapped on a t shirt there were a lot of thought going into these screen printed hoodies and shirts
Ah yes the nostalgia
Great video. Keep up the good work.
Chris Broders is one of the owners and is married to my cousin. Good guy. He made his millions and will get even more when they sell to private equity. He never wanted be mainstream like Quiksilver. So, I doubt he cares how they are doing now.
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
They have a website ya know.
I still love Obey
re swag now in 2023
learned a lot from this video! New sub for sure
Obey was the OG supreme.
Obey was the wave at one point, i was decked out in it 😂 i knew it was dead when i started seeing older dudes in it smh. Oversaturation is a killer, because i wanted to jump off once it became soooo accessible
Manneee who remembers Mishka NYC?
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.
I skipped the whole swag era and went straight to drip
yes and in 5 years well be laughing at what were wearing rn.
Seen rockstars wearing obey in the late 90s early 2000s
More more more!!! 👍🏾 😃 Thank you
You should have mentioned the logo design referencing the film "They Live"
Would be interested in seeing alot of brands from 2013-14 L.A.T.HC being my favorite.
nice vid man :) love your vids.
Time to cop obey for cheap before people hop back on the wave and skyrocket the prices again
10.Deep is another late-2000s big name that has a pretty decent line right now but no one's paying attention
i love 10deep