MSCHF

Last updated

MSCHF (pronounced "mischief") is an American art collective based in Brooklyn, New York, United States. [1] [2] [3] MSCHF has produced a wide range of artworks, ranging from browser plugins to sneakers, physical products, social media channels and AI generated foot photographs.The group is fairly small, with a reported 10 employees, and it prides itself in being non-traditional. [4] The group's vision is to provide social commentary through releasing innovative products often being perceived as parody. [5]

Contents

History

The group was founded in 2016 by Gabriel Whaley, who acts as its CEO. [2] [3] As of January 2020, MSCHF was reported to have received US$11.5 million in funding. [6] With a reported $8,000,000 (USD) being raised on January 22, 2024. [7]

The group operates as a company under the name MSCHF Product Studio, Inc. [8]

Josh Wardle, the Welsh software engineer who created the web-based word game Wordle, joined MSCHF in December 2021. [9]

The group announces the availability of their work in numbered "drops". [2] In May 2018 MSCHF released its first work, titled The Persistence of Chaos . The work was a single 2008 Windows laptop loaded with six malware programs. [10] The programs included were those that had purportedly caused nearly $100 billion in damage to the global economy. [10] [11]

A November 2019 release called Puff the Squeaky Chicken (drop #10) consisted of a rubber chicken that was also a functional bong. [10] [12] [13]

An April 2020 release called Severed Spots (drop #20) involved the purchase of a US$30,000 Damien Hirst spot print. After purchasing the work, MSCHF cut the individual spots out of the print, selling them for $480 each. A second work consisting of the leftover paper, titled 88 Holes, sold for US$261,400. [14] [15] [16]

In 2020, the group released a dog collar called Cuss Collar (drop #15) that turns a dog's barking into spoken swear words. [17] [18] [19]

In June 2020 MSCHF and MrBeast released a one-time multiplayer mobile game titled "Finger on the App" (drop #24). In the game, players touch their phone screen and the last person to remove their finger from the screen wins $25,000. [20] Four people ended up winning $20,000 each after keeping their finger on the app for over 70 hours. [21] The game was reportedly so successful that a sequel titled "Finger on the App 2" was released in March 2021, featuring a grand prize of $100,000. [22] The winner kept their finger on the phone screen for around 51 hours; the second-place finisher also received a prize of $20,000. [23]

In September 2020 MSCHF released Medical Bill Art (drop #30), a series of paintings that were enlargements of medical bills received by American citizens. The paintings were sold for US$78,000, and the proceeds used to pay down the bills the work was built upon. [24] [25]

In February 2021 the group purchased a Boston Dynamics robot dog, and mounted a paintball gun on it. The robot was used in a live performance titled Spot's Rampage (drop #40) that allowed users of the MSCHF app to control the robot and its paintball gun. After MSCHF publicly criticized the potential use of robotic dogs by police forces, Boston Dynamics released a statement criticizing the use of the robot in an artwork. [26] [27] [28]

Also in February 2021, MSCHF purchased four Birkin bags and used them to make sandals, dubbed Birkinstocks (drop #39) after the Birkenstock brand of shoes. [29] The shoes sold for between $34,000 and US$76,000, depending on the size of shoe purchased. [30] [31]

In March 2021 the group released Axe No 5 (drop #41), a mashup of Axe Body Spray and Chanel No. 5 perfume. [32] [33] [34]

Also, on March 29, 2021, MSCHF partnered with Lil Nas X, to release a pair of modified Nike Air Max 97 shoes called Satan Shoes (drop #43), in an edition of 666. [35] The shoes sold for US$1,018, in an apparent reference to Bible verse Luke 10:18. [36] They featured a reversed bronze pentagram, an inverted cross and a drop of real human blood in their sole and sold out in the first minutes of being available for sale. [37] The shoes garnered significant controversy, which led Nike to announce that they were suing MSCHF for trademark infringement and dilution. [38] In Nike's complaint against MSCHF and Lil Nas X, the brand argued that it had "suffered harm to its goodwill, including among consumers who believe that Nike is endorsing satanism." [39] The two companies came to a settlement in April 2021 after a U.S. District Court in Brooklyn granted Nike a temporary restraining order against MSCHF. As part of the settlement, MSCHF agreed to accept returns of the Satan Shoes. [40]

In July 2021, MSCHF released Dead Startup Toys (drop #50). [41] The drop included miniature "toy" versions of the Juicero juicer, the One Laptop Per Child (OLPC) rugged laptop, Theranos miniLab, Jibo social robot, and the Coolest Cooler.

In October 2021 the collective offered the original Andy Warhol drawing "Fairies", which they had purchased for $20,000, along with 999 high-quality forgeries they produced, for $250 apiece. Having mixed the fakes with the lone original, MSCHF claimed not to know which was the real Warhol. The event was titled Museum of Forgeries (drop #59). Each of the forgeries and also the lone original were (re)titled "Possibly Real Copy of 'Fairies' by Andy Warhol". [42]

In December 2021, they released Tontine (drop #65), a morbid sort of betting pool loosely based on the 17th century investment scheme of the same name. Participants enter $10 into the pot and then must log in every day lest they be eliminated. The last person remaining gets the pot. [43]

In January 2022, MSCHF released OnlyBags (drop #66). The drop consisted of a website where users could browse and purchase shopping bags from luxury brands. All bags sold out in under a minute. [44]

In February 2023, MSCHF trended on social media after revealing its upcoming drop the Big Red Boots. The Big Red Boots released on Feb. 16 at 11 a.m. ET at mschf.com and on the MSCHF Sneakers app for $350. [45] American professional wrestler Seth Rollins prominently wore them on an episode of WWE`s Monday Night RAW bringing wide-spread attention to them. [46]

Vans, Inc. v. MSCHF Prod. Studio, Inc.

MSCHF was issued a preliminary injunction by the Second Court of Appeals by a trademark and trade dress infringement claim by Vans, Inc. for the "Wavy Baby" shoes. The "Wavy Baby" shoes by MSCHF sold 4,306 pairs. MSCHF argued that the use of the wave design was a part of First Amendment protection therefore not infringement. The Second Court of Appeals affirmed the District Court's order for the preliminary injunction. [47]

Full Drop List

DateDrop #NameReference
2019-07-161 The Persistence of Chaos [48]
2019-07-302Man Eating Food [49]
2019-08-133Times Newer Roman [10]
2019-08-274Word of the Day [10]
2019-09-105Netflix Hangouts [10]
2019-09-246M-Journal [10]
2019-10-087Jesus Shoes [50]
2019-10-228Bull and Moon [51]
2019-11-129The Blue Donkey [52]
2019-11-2610Puff the Squeaky Chicken [13]
2019-12-1011Toaster Bathbomb [52]
2019-12-2412This Foot does not Exist [10]
2020-01-1413ClickSwipe [53]
2020-01-2814Zuckwatch [54]
2020-02-1115Cuss Collar [17]
2020-02-2516MSCHF Box [55]
2020-03-1017All the Streams [56]
2020-03-2418Branded Books [57]
2020-04-1419Boomer Email [53]
2020-04-2820Severed Spots [14]
2020-05-1221The Office (Slack) [58]
2020-05-2622Icon Rewind [59]
2020-06-0923Donate 2X [60]
2020-06-2324Finger on the App [20]
2020-07-1325MSCHF X [61]
2020-07-2726Alexagate [62]
2020-08-1027MasterWiki [53]
2020-08-2428Dino Sword [63]
2020-09-1429Card v Card [53]
2020-09-2830Medical Bill Art [24]
2020-10-1231Anti Ad Ad Club [64]
2020-10-2632American Flag Logs [65]
2020-11-0933Push Party [53]
2020-11-2334Blur [50]
2020-12-1435Data Lotto [53]
2020-12-2836Walt's Kitchen [66]
2021-01-1137King of the Clicks [67]
2021-01-2538In the Year 2024 [53]
2021-02-0839Birkinstock [30]
2021-02-2240Spot's Rampage [26]
2021-03-0841Axe Number Censored [34]
2021-03-2242Death of the Influencer [53]
2021-03-2943 Satan Shoes [1]
2021-04-1244Email Capsule Collection [53]
2021-04-2645Cooooookies [68]
2021-05-1046Fauxmegle [69]
2021-05-2447Chair Simulator [53]
2021-06-1448At All Costs [70]
2021-06-2849Boosted Packs [53]
2021-07-1250Dead Startup Toys [41]
2021-07-2651Kill Pill [71]
2021-08-0952Stolen Stories [72]
2021-08-2353MSCHF X Famous Mouse [73]
2021-09-1354Guns2Swords [53]
2021-09-2055MSCHF Sunday Service [74]
2021-09-2356Boosted Packs - 2nd Edition [53]
2021-09-27578-Twelve [75]
2021-10-1158MSCHF Mag Volume 5: Bam! [76]
2021-10-2559Museum of Forgeries [42]
2021-11-0860Dunk Dot Biz [53]
2021-11-1561Illegal Chips [77]
2021-11-2262Everyone Gets a Car [53]
2021-12-0263Boosted Packs - Mariah Carey Ed. [78]
2021-12-1364MSCHF Fellowship [53]
2021-12-2765Tontine [43]
2022-01-1066Only Bags [44]
2022-01-1767Blur ₩ [79]
2022-01-2468Cease & Desist Grand Prix [53]
2022-02-1469Heart 2 Electric Boogaloo [80]
2022-02-2870MSCHF Standardized Test [53]
2022-03-1471Blur د.إ [81]
2022-03-2872Children's Crusade [82]
2022-04-0773Vinyl Blade [83]
2022-04-1174MSCHF Mag: Volume 6 [53]
2022-04-0475Boosted Pack - Spring Break Ed. [84]
2022-05-0276Ultimate Participation Trophy [83]
2022-05-0977Sacred Seltzer [53]
2022-05-2378Blur Aud [85]
2022-06-1379MSCHF Wholesale [53]
2022-06-2780Scratch and Sniff Lotto [86]
2022-07-1181Eat the Rich Popsicles [83]
2022-07-1582Blur Monopoly [87]
2022-08-2283Ketchup or Makeup [88]
2022-09-2684Key4All [53]
2022-11-1585Made in Italy [89]
2022-11-3086Blur $$$ [53]
2022-12-1987Big Fruit Loop [90]
2023-01-2488WD-40 Cologne [53]
2023-03-0989MSCHF Mag 360 [91]
2023-03-2790Tax Heaven 3000 [92]
2023-04-2791Hot Chat 3000 [93]
2023-05-2492Anti-Robocalling Robocalling Super PAC [53]
2023-06-2693Pyramid Chat [94]
2023-07-1194The Free Movie [53]
2023-10-1795Blur Yen [53]
2024-01-3096ASCII Theater [53]
2024-02-2197Global Supply Chain Telephone [61]

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References

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  2. 1 2 3 Leskin, Paige. "A company that runs on 'structured chaos' is going viral and selling out products in minutes, from Jesus shoes to toaster-shaped bath bombs". Business Insider.
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  4. ↑ Yar, Sanam (2020-01-30). "The Story of MSCHF, a Very Modern … Business?". The New York Times. ISSN   0362-4331 . Retrieved 2024-04-19.
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  39. ↑ Complaint ("Comp.") at 42, Nike v. MSCHF Product Studio, INC., No. 21-cv-1679[ non-primary source needed ]
  40. ↑ Vigdor, Neil (April 8, 2021). "Company Will Offer Refunds to Buyers of 'Satan Shoes' to Settle Lawsuit by Nike". New York Times.
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  43. 1 2 "MSCHF Turns Taboo Investment Scheme Into a Chance to Win Cash With Online Game Tontine". adweek. 2021-12-23. Retrieved 2022-01-20.
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  47. ↑ Vans, Inc. v. MSCHF Prod. Studio, Inc., 88 F.4th 125
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  49. ↑ "man eating food - YouTube". www.youtube.com. Retrieved 2024-03-15.[ non-primary source needed ]
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  51. ↑ "MSCHF's 6 most outrageous pieces ever, from Big Red Boots to Birkinstocks". South China Morning Post. 2023-03-28. Retrieved 2024-03-15.
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  55. ↑ mschf. "MSCHF Box". MSCHF Box. Retrieved 2024-03-15.[ non-primary source needed ]
  56. ↑ mschf. "All The Streams". All The Streams. Retrieved 2024-03-15.[ non-primary source needed ]
  57. ↑ "Branded Books". Branded Books by MSCHF. Retrieved 2024-03-15.[ non-primary source needed ]
  58. ↑ MSCHF. "The Office (Slack)". The Office (Slack). Retrieved 2024-03-15.[ non-primary source needed ]
  59. ↑ MSCHF. "Icon Rewind". Icon Rewind. Retrieved 2024-03-15.[ non-primary source needed ]
  60. ↑ MSCHF. "Donate 2X". Donate 2X. Retrieved 2024-03-15.[ non-primary source needed ]
  61. 1 2 TFL (2024-03-01). "A Dive into Some of MSCHF's Most Interesting, Provocative Drops". The Fashion Law. Retrieved 2024-03-15.
  62. ↑ MSCHF. "Alexagate". Alexagate. Retrieved 2024-03-18.[ non-primary source needed ]
  63. ↑ MSCHF. "Dino Swords". Dino Swords. Retrieved 2024-03-18.[ non-primary source needed ]
  64. ↑ MSCHF. "Anti Ad Ad Club". Anti Ad Ad Club. Retrieved 2024-03-18.[ non-primary source needed ]
  65. ↑ MSCHF. "American Flag Logs". American Flag Logs. Retrieved 2024-03-18.[ non-primary source needed ]
  66. ↑ MSCHF. "Walts Kitchen". Walts Kitchen. Retrieved 2024-03-18.[ non-primary source needed ]
  67. ↑ MSCHF. "King of the Clicks". King of the Clicks. Retrieved 2024-03-18.[ non-primary source needed ]
  68. ↑ MSCHF. "Cooooookies". Cooooookies. Retrieved 2024-03-18.[ non-primary source needed ]
  69. ↑ MSCHF. "Fauxmegle". Fauxmegle. Retrieved 2024-03-18.[ non-primary source needed ]
  70. ↑ MSCHF. "At All Costs x Rolling Loud". At All Costs x Rolling Loud. Retrieved 2024-03-18.[ non-primary source needed ]
  71. ↑ MSCHF. "Kill Pill". Kill Pill. Retrieved 2024-03-18.[ non-primary source needed ]
  72. ↑ MSCHF. "Stolen Stories". Stolen Stories. Retrieved 2024-03-18.[ non-primary source needed ]
  73. ↑ MSCHF. "MSCHF X Famous Mouse". MSCHF X Famous Mouse. Retrieved 2024-03-18.[ non-primary source needed ]
  74. ↑ MSCHF. "MSCHF Sunday Service". MSCHF Sunday Service. Retrieved 2024-03-18.[ non-primary source needed ]
  75. ↑ MSCHF. "8-Twelve". 8-Twelve. Retrieved 2024-03-18.[ non-primary source needed ]
  76. ↑ MSCHF. "MSCHF MAG Volume 5: Bam". MSCHF MAG Volume 5: Bam. Retrieved 2024-03-18.[ non-primary source needed ]
  77. ↑ MSCHF. "Illegal Chips". Illegal Chips. Retrieved 2024-03-18.[ non-primary source needed ]
  78. ↑ MSCHF. "Boosted Packs". Boosted Packs. Retrieved 2024-03-18.[ non-primary source needed ]
  79. ↑ MSCHF. "Blur". MSCHF. Retrieved 2024-03-18.[ non-primary source needed ]
  80. ↑ MSCHF. "Heart 2: Electric Boogaloo". Heart 2: Electric Boogaloo. Retrieved 2024-03-18.[ non-primary source needed ]
  81. ↑ MSCHF. "Blur". MSCHF. Retrieved 2024-03-18.[ non-primary source needed ]
  82. ↑ MSCHF. "Children's Crusade". Children's Crusade. Retrieved 2024-03-18.[ non-primary source needed ]
  83. 1 2 3 Takanashi, Lei. "From Jesus Shoes to Big Yellow Crocs, a Timeline of MSCHF's Most Viral Releases". Complex. Retrieved 2024-03-15.
  84. ↑ MSCHF. "Boosted Packs". Boosted Packs. Retrieved 2024-03-18.[ non-primary source needed ]
  85. ↑ MSCHF. "Blur". MSCHF. Retrieved 2024-03-18.[ non-primary source needed ]
  86. ↑ MSCHF. "Scratch & Sniff Lotto". Scratch & Sniff Lotto. Retrieved 2024-03-18.[ non-primary source needed ]
  87. ↑ MSCHF. "Blur". MSCHF. Retrieved 2024-03-18.[ non-primary source needed ]
  88. ↑ MSCHF. "Ketchup or Makeup". Ketchup or Makeup. Retrieved 2024-03-18.[ non-primary source needed ]
  89. ↑ MSCHF. "Made In Italy". MSCHF. Retrieved 2024-03-15.[ non-primary source needed ]
  90. ↑ MSCHF. "MSCHF Big Fruit Loop". MSCHF Big Fruit Loop. Retrieved 2024-03-15.[ non-primary source needed ]
  91. ↑ MSCHF. "MSCHF Mag 360". MSCHF. Retrieved 2024-03-15.[ non-primary source needed ]
  92. ↑ Cowen, Trace William. "MSCHF's Latest Project Is a Dating Game That Also Helps With Income Taxes". Complex. Retrieved 2024-03-15.
  93. ↑ MSCHF. "Hot Chat 3000". Hot Chat 3000. Retrieved 2024-03-15.[ non-primary source needed ]
  94. ↑ "MSCHF's Latest Venture Is a Pyramid Scheme Run on Discord". Hypebeast. 2023-06-27. Retrieved 2024-03-15.
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