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MSCHF (pronounced "mischief") is an American art collective based in Brooklyn, New York, United States.[1][2][3][4] The group has around 23 employees.[5]

History

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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 $11.5 million in funding.[6] The most recent funding round was for $8 million in January 2020.[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]

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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]

On July 9th, 2018, MSCHF began releasing a series called "man eating food" on YouTube through two channels, "man eating food" and "temp". It started with a post on Reddit by a user under the name BenRosen with a YouTube video linked titled "mayonnaise". The food ranged from string cheese to dog food, all eaten by a man named Eric. The last video released was "Jim Carrey" on April 3, 2019. This was listed as the second drop by MSCHF on their website. [12][13]

Next, MSCHF released their 3rd drop, titled Times Newer Roman. It is like Times New Roman except it is 5-10% wider. Significantly reducing the word count you need to hit a specific number of pages. Times Newer Roman is actually an edited version of another open-source font called Nimbus Roman No. 9 L.[14] It is available to download for free at their website.

Drop #7 titled Jesus Shoes were on sale for $1425 dollars and listed for sale on the website StockX for $4000 dollars. MSCHF bought Nike Air Max 97s at their regular price but added Jesus on a crucifix as well as sourcing holy water from the Jordan River.[15]

Bull and Moon (Drop #8) is a astrological investing app that uses a proprietary financial astrological algorithm.[16][17]

A November 2019 release called Puff the Squeaky Chicken (drop #10) consisted of a rubber chicken that was also a functional bong.[10][18][19]

In 2020, the group released a dog collar called Cuss Collar (drop #15) that turns a dog's barking into spoken swear words.[20][21][22]

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.[23][24][25]

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.[26] Four people ended up winning $20,000 each after keeping their finger on the app for over 70 hours.[27] 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.[28] The winner kept their finger on the phone screen for around 51 hours; the second-place finisher also received a prize of $20,000.[29]

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.[30][31]

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.[32][33][34]

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.[35] The shoes sold for between $34,000 and US$76,000, depending on the size of shoe purchased.[36][37]

In March 2021, the group released Axe No 5 (drop #41), a mashup of Axe Body Spray and Chanel No. 5 perfume.[38][39][40]

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.[41] The shoes sold for US$1,018, in an apparent reference to Bible verse Luke 10:18.[42] 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.[43] The shoes garnered significant controversy, which led Nike to announce that they were suing MSCHF for trademark infringement and dilution.[44] 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."[45] 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.[46]

In July 2021, MSCHF released Dead Startup Toys (drop #50).[47] 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".[48]

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.[49]

In 2022, MSCHF released the MSCHF Sneakers app. This shopping app notifies users of limited-edition, MSCHF sneaker releases and facilitates purchases in less than 10 seconds.[50]

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.[51]

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.[52] American professional wrestler Seth Rollins prominently wore them on an episode of WWE's Monday Night RAW bringing wide-spread attention to them.[53]

In June 2023, MSCHF sold a microscopic 'Louis Vuitton' handbag for over $63,000 through an online auction.[54] MSCHF utilized this drop to provide commentary on the prioritization of designer brands over functionality of bags.[55]

In April 2024, MSCHF released Candy AirPods.[56] MSCHF created a mint-flavored candy replica of Apple's Wireless Ear Buds (known as AirPods). MSCHF's Candy AirPods retailed for $50 and are currently sold out.[57]

In September 2024, Gufram and MSCHF released a version of the 1971 Radical design Pratone (seat) [it] seat called Cut Pratone®. It was displayed complete with grass "clippings" and red "bloodied foam innards". The exhibition at Perrotin gallery in New York also showcased other works including an altered version of the Cactus coat stand rendered as a cellular base station with multiple 5G antenna.[58][59]

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

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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.[60]

References

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  1. ^ Turner, Nick; Schneider, Joe (April 9, 2021). "Nike Settles Suit Over Lil Nas X's 'Satan Shoes' That Had Human Blood". Bloomberg News. Archived from the original on April 12, 2021. Retrieved April 12, 2021.
  2. ^ a b c 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.
  3. ^ a b Pietsch, Bryan (28 March 2021). "Nike Sues Over Unauthorized 'Satan Shoes'". The New York Times. Archived from the original on 28 March 2021. Retrieved 31 March 2021.
  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.
  5. ^ Mazzini, Riccardo. "MSCHF: EVERYTHING YOU EVER WANTED TO KNOW ABOUT THE ART COLLECTIVE". HIGHSNOBIETY. Retrieved 2024-05-09.
  6. ^ "Lil Nas X's 'Satan Shoe' - made with one drop of human blood - sold out in under a minute, bringing in nearly $700,000". news.yahoo.com. 29 March 2021. Archived from the original on 2021-04-26. Retrieved 2021-03-31.
  7. ^ "SEC FORM D". www.sec.gov. Retrieved 2024-04-19.
  8. ^ Cullins, Ashley (March 29, 2021). "Nike Sues MSCHF Over Lil Nas X Satan Shoes". The Hollywood Reporter. Archived from the original on March 31, 2021. Retrieved April 5, 2021.
  9. ^ Yotka, Steff (2022-02-02). "Obsessed with Wordle? The Founder Now Works In Fashion—Kind Of". Vogue. Retrieved 2023-02-19.
  10. ^ a b c Stephen, Bijan (27 July 2020). "How MSCHF built a business out of squeaky chicken bongs". The Verge. Archived from the original on 30 March 2021. Retrieved 31 March 2021.
  11. ^ "A Laptop Infected With the World's Most Dangerous Computer Viruses Is Up for Auction. The Bid Is Now More Than $1.2 Million". Artnet News. 22 May 2019. Archived from the original on 14 March 2021. Retrieved 31 March 2021.
  12. ^ "I'm Eric. Last week, I ate (almost) every food that reddit requested and posted videos in the comments. AMA!". r/shittyfoodporn. 2018-07-16. Retrieved 2024-12-22.
  13. ^ BenRosen (2018-07-13). "I have videos of a guy eating every food. This is mayonnaise. I'll respond to any food request in the comments with the appropriate video". r/videos. Retrieved 2024-12-22.
  14. ^ MSCHF. "Times Newer Roman". Times Newer Roman. Retrieved 2024-12-22.
  15. ^ O'Kane, Caitlin (2019-10-11). "Nike Air Max 97 "Jesus Shoes" filled with holy water are selling for $4,000 - CBS News". www.cbsnews.com. Retrieved 2024-12-22.
  16. ^ mschf. "Bull & Moon". Bull & Moon. Retrieved 2024-12-22.
  17. ^ Silver, Curtis. "Bull & Moon Bucks Logic, Gives Investment Tips Based On Your Astrological Sign". Forbes. Retrieved 2024-12-22.
  18. ^ "puff the rubber chicken bong that squeaks when you smoke it". designboom | architecture & design magazine. 27 November 2019. Archived from the original on 8 April 2021. Retrieved 31 March 2021.
  19. ^ "The Puff Rubber Chicken Bong Squeaks When You Smoke It | Cool Material". coolmaterial.com. 2 December 2019. Archived from the original on 8 April 2021. Retrieved 31 March 2021.
  20. ^ "Bad Dog! This Collar Translates All of Your Dog's Barks Into Curse Words". PEOPLE.com. Archived from the original on 2021-04-08. Retrieved 2021-03-30.
  21. ^ "You can now buy a dog collar that will swear every time your dog barks". fox43.com. 16 February 2020. Archived from the original on 2020-02-19. Retrieved 2021-03-30.
  22. ^ Lee, Alicia (16 February 2020). "You can now buy a dog collar that will swear every time your dog barks". CNN. Archived from the original on 2021-02-26. Retrieved 2021-03-30.
  23. ^ "When an Art Collective Cut Up a $30,000 Damien Hirst Spot Print, the Spots Sold Out. Now the Empty Paper Just Sold for $261,000". Artnet News. 6 May 2020. Archived from the original on 31 March 2021. Retrieved 31 March 2021.
  24. ^ Holland, Oscar (May 2020). "A $30K Damien Hirst was cut up -- and the pieces are selling for seven times as much". CNN. Archived from the original on 2021-04-08. Retrieved 2021-03-31.
  25. ^ "How to Make Money Destroying the Work of Damien Hirst". Interview Magazine. 1 May 2020. Archived from the original on 8 April 2021. Retrieved 31 March 2021.
  26. ^ Beresford, Trilby (June 30, 2020). "YouTuber MrBeast Launches Multiplayer Endurance Game 'Finger on the App'". The Hollywood Reporter. Archived from the original on May 5, 2021. Retrieved May 5, 2021.
  27. ^ Alexander, Julia (July 3, 2020). "MrBeast ends Finger on the App competition by telling players to stop after 70 hours". The Verge. Archived from the original on March 18, 2021. Retrieved May 5, 2021.
  28. ^ Spangler, Todd (March 19, 2021). "MrBeast's $100,000 'Finger on the App 2' Contest Kicks Off Saturday". Variety. Archived from the original on May 5, 2021. Retrieved May 5, 2021.
  29. ^ "MrBeast Crowns $100,000 'Finger on the App' Winner After 50-Hour Contest". Tubefilter.com. March 23, 2021. Archived from the original on May 5, 2021. Retrieved May 5, 2021.
  30. ^ Holland, Oscar (6 October 2020). "Oversized hospital bill paintings sold to pay off medical debts". CNN. Archived from the original on 2021-03-29. Retrieved 2021-03-31.
  31. ^ "An Art Collective Turned Three Americans' Medical Bills Into Paintings and Then Sold Them to Erase $73,000 Worth of Debt". Artnet News. 28 September 2020. Archived from the original on 14 March 2021. Retrieved 31 March 2021.
  32. ^ Stephen, Bijan (22 February 2021). "MSCHF's latest drop lets you control a Boston Dynamics robot with a paintball gun on its back". The Verge. Archived from the original on 18 April 2021. Retrieved 31 March 2021.
  33. ^ "Boston Dynamics condemns art group's 'provocative use' of doglike robot | Boston.com". www.boston.com. Archived from the original on 2021-04-09. Retrieved 2021-03-31.
  34. ^ Knight, Will. "Boston Dynamics' Robot Dog Is Now Armed—in the Name of Art". Wired. Archived from the original on 2021-03-10. Retrieved 2021-03-31.
  35. ^ Doaln, Leah (8 February 2021). "Irreverent or insane? A $76K sandal cut from real Birkin bags". CNN. Archived from the original on 2021-04-09. Retrieved 2021-03-31.
  36. ^ Friedman, Vanessa (8 February 2021). "$76,000 Birkinstocks Made From Actual Birkin Bags?". The New York Times. Archived from the original on 30 March 2021. Retrieved 31 March 2021.
  37. ^ Holliday, Kayla (23 February 2021). "Why You Keep Seeing That $76,000 Birkenstock-Birkin Bag Mash-Up in the Gossip Pages". Vanity Fair. Archived from the original on 2021-03-02. Retrieved 2021-03-31.
  38. ^ Wynne, Kelly (8 March 2021). "Axe body spray meets Chanel No. 5 in questionable fragrance release". Newsweek. Archived from the original on 31 March 2021. Retrieved 31 March 2021.
  39. ^ "MSCHF Releases World's Most Expensive Axe Body Spray". HYPEBEAST. 9 March 2021. Archived from the original on 8 April 2021. Retrieved 31 March 2021.
  40. ^ Sawyer, Jonathan (10 March 2021). "A Closer Look at the Chanel x Axe "Collab" That Nobody Asked For". Highsnobiety.
  41. ^ "'Satan Shoes' are just the latest stunt for off-kilter company MSCHF". NBC News. 30 March 2021. Archived from the original on 2021-03-30. Retrieved 2021-03-30.
  42. ^ "Team who created rapper's 'Satan Shoes' put own blood samples inside shoes". www.msn.com. Archived from the original on 2021-03-30. Retrieved 2021-03-31.
  43. ^ Holland, Oscar; Palumbo, Jacqui (29 March 2021). "Lil Nas X's unofficial 'Satan' Nikes containing human blood sell out in under a minute". CNN. Archived from the original on 2021-03-31. Retrieved 2021-03-30.
  44. ^ Hernandez, Victoria (29 March 2021). "Nike sues novelty company MSCHF over Lil Nas X's 'Satan Shoes' collab". Los Angeles Times. Archived from the original on 2021-03-30. Retrieved 2021-03-30.
  45. ^ Complaint ("Comp.") at 42, Nike v. MSCHF Product Studio, INC., No. 21-cv-1679[1][non-primary source needed]
  46. ^ Vigdor, Neil (April 8, 2021). "Company Will Offer Refunds to Buyers of 'Satan Shoes' to Settle Lawsuit by Nike". New York Times.
  47. ^ Porter, Jon (2021-07-12). "Five "Dead Startups" from Juicero to Coolest Cooler parodied as toys". The Verge. Archived from the original on 2021-07-12. Retrieved 2021-07-12.
  48. ^ Holland, O., "1,000 Warhol artworks are on sale for just $250 each. But only one is real", CNN, October 26, 2021.
  49. ^ "MSCHF Turns Taboo Investment Scheme Into a Chance to Win Cash With Online Game Tontine". adweek. 2021-12-23. Retrieved 2022-01-20.
  50. ^ "MSCHF Sneakers". App Store. 2024-01-16. Retrieved 2024-05-09.
  51. ^ "MSCHF Is Selling Designer Bags for $40". Highsnobiety. 2022-01-10. Retrieved 2022-01-12.
  52. ^ "MSCHF's Big Red Boots Trends As Fans Await Release". The Hype Hunter. 2023-02-08. Retrieved 2023-03-23.
  53. ^ "WWE Star Seth Rollins Goes Viral in MSCHF's Big Red Boots for Fashion-forward Wrestling Stomping Match". 16 February 2023.
  54. ^ Holland, Oscar (2023-06-29). "Handbag 'smaller than a grain of salt' sells for over $63K". CNN. Retrieved 2024-05-09.
  55. ^ "Instagram". www.instagram.com. Retrieved 2024-05-09.
  56. ^ "Instagram". www.instagram.com. Retrieved 2024-05-09.
  57. ^ MSCHF. "Candy Airpod". MSCHF. Retrieved 2024-05-09.
  58. ^ "MSCHF reveals the "bloodied foam innards" of Gufram Pratone chair". Dezeen. 2024-09-06. Retrieved 2024-09-21.
  59. ^ "Il collettivo MSCHF dà un taglio radicale all'iconico Pratone di Gufram". exibart.com (in Italian). 2024-09-06. Retrieved 2024-09-21.
  60. ^ Vans, Inc. v. MSCHF Prod. Studio, Inc., 88 F.4th 125
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