Obey takes direct control of southern Europe distribution

By

Olivier Guyot

Translated by
Nicola Mira

Published
Jul 6, 2017

Obey is investing on the European market by taking direct control of its southern European distribution. The Californian label was founded in 2000 by artist Shepard Fairey, and has carved a distinctive niche for itself in the urban art and skateboarding scene with its street-inspired activism. In France, Spain and Portugal, Obey was distributed by Greendog Distribution, based in Anglet, on France's Atlantic coast, whose business Obey has now taken over.

The commercial strategy for the majority of Obey's European countries will now be managed from the label's headquarters in Amsterdam, from where it already controlled the business in Germany, Benelux and Eastern Europe, and will do so from now on also for France, Spain and Portugal.

Obey Europe's new organisation benefits from the experience of three former Greendog executives: Eric Capdeville takes charge of finance and logistics, Nicolas Sere of commercial development and marketing, and Virginia Bergereau of customer service.

For Obey, the new set-up has "a simple objective: to optimise [the label's] European development by harmonising the distribution and communications approach" for its menswear and womenswear collections.