Obey Clothing

Founded in 2001 by street artist Shepard Fairey, Obey Clothing has risen to prominence as a sought-after streetwear brand with flagship stores spanning the globe.

Throughout the entire 2020-2024 collection, the spotlight shone on rapid releases and custom designs, showcasing a colorful and diverse portfolio of over 500 creations by Ms. Lonis. Skillfully navigating this journey under guidance of Shepard Fairey, she employed mood boards and her innate ability to anticipate industry trends, resulting in the creation of highly sought-after pieces.

BTS – Kim Namjoon wearing Obey Pollen Blue Canvas Red Flower by Ms. Lonis

This venture transcended traditional streetwear, embracing a contemporary aesthetic that harmonizes artisanal elements and minimalist design, captivating a discerning demographic. This evolution has effectively broadened Obey’s appeal, extending beyond its original teen-centric focus to encompass a diverse age range.

Within her role, Ms. Lonis spearheaded strategy sessions with the team, conducted thorough research, and crafted mood boards to intricately curate the graphics for each Obey collection. This comprehensive approach also encompassed their retail partners, namely Zumiez, Tillys, and Urban Outfitters.

Additionally, she made regular visits to flagship stores in LA, Paris, and Amsterdam, to gain insights from the in-store experience. Ms. Lonis actively participated in quarterly update meetings held by Obey Clothing, which provided valuable guidance on the upcoming trends and expectations for the fashion season ahead.