Back in 2004 INSA rejected the traditional graffiti letters and style that had raised him and began painting the now instantly recognisable 'Graffiti Fetish' pattern everywhere he travelled. The gender ambiguity of the design was a deliberate contrast to the macho world of graffiti, and precipitated INSA’s work into a more interesting and inclusive place.

The free flowing pattern of legs and lines were easily able to wrap whole buildings, playing with the idea of ownership and fetishism for the surface or object that was engulfed in the soon-to-be ubiquitous design. Appearing on buildings around the world from whole city blocks in LA to Lagos, it was painted everywhere and went on to cover such coveted items as luxury cars, designer shoes. It became collected as prints and clothing and appeared in museum collections and galleries across the globe.

'Graffiti Fetish 3.0' is a new phase in INSA work that begins to look under the surface.