KAWS' journey into the art world began with his early days as a graffiti artist in New Jersey and Manhattan. He was known for marking buildings with the tag "KAWS," a choice made for the aesthetic appeal of the letters. This early foray into public art laid the groundwork for what would become one of his most famous series: the 'Ad Disruption' artworks. KAWS moved beyond simple tagging to develop a unique style that involved adding cartoon-like figures to bus shelter advertisements, a practice that would come to define much of his early street art. This method of 'subvertising' allowed KAWS to critique and reimagine commercial advertisements in public spaces, bringing his art to a wide audience outside the traditional gallery setting (Christie's).
One of the turning points in KAWS' career was when a friend gave him a tool that enabled him to unlock the ad display boards on city phone booths, opening up a new vista of possibilities. He began to interact with advertising by altering advertisements displayed in phone booths and bus shelters, incorporating his distinct figures and motifs into these commercial spaces. This act of repurposing public advertising mediums for art not only questioned the ubiquitous nature of commercial imagery but also democratized access to his artwork, allowing people from all walks of life to encounter it in their everyday environments (Phaidon).
KAWS' ad disruptions were not mere acts of vandalism; they were thoughtful interventions that blended his graffiti roots with a sophisticated understanding of branding and imagery. His mock Calvin Klein ad featuring supermodel Christy Turlington, embraced by a green figure, is a prime example of how he infused commercial ads with his own artistic flair, creating pieces that were both accessible and critically engaging. These early works of 'subvertising' eventually were replicated in a series of screenprint lithographs, marking a transition from street art to collectible artworks (Christie's).
These ad disruptions played a crucial role in KAWS' rise to fame. By leveraging the public space as his canvas, he built a following that extended beyond the conventional art world, attracting the attention of collectors and critics alike. His approach to art-making, characterized by a desire to "exist with this visual language in the world," was revolutionary. KAWS sought to reach people directly, bypassing traditional gatekeepers of the art world and engaging with a broader audience through his interventions in public and commercial spaces (Christie's).
KAWS' work, from his graffiti to his ad disruptions and beyond, blurs the lines between high and low art, between commercial design and fine art, challenging preconceived notions of what art can be and where it can be found. His journey from the streets of New York to becoming a global art icon is a testament to his innovative approach to art-making and his commitment to making art accessible to all (Christie's) (Phaidon).