From The Giant: The Definitive Obey Giant Site
From Supply and Demand, pg. 299:
I’ve been a fan of Jimi Hendrix for a long time – I even made bootleg Hendrix shirts when I was in high school just to have one for myself. More recently, I did a portrait of him for a poster and a four-panel album cover. A friend of mine at Guitar Center saw the portrait and liked it, and pitched to the Hendrix estate the idea of having me create some limited-edition art pieces on Marshall amplifiers and Gibson guitars for a Guitar center contest. The contest ended up getting a record number of entries. I thought it was pretty cool that over 100,000 people wanted to win the pieces.