Highsnobiety

There's been a lot of Grand Theft Auto buzz recently, for better and for worse. Allow the enigmatic Brooklyn-based MSCHF collective to put a little more fuel on the first. No, there'll be no more leaks — not on MSCHF's part, at least — but the group has put together a little game that oughta scratch the GTA 6 itch with a little real-world car-jacking. Kinda.

For reference: on September 19, Rockstar Games, the makers of the Grand Theft Auto franchise, announced a security breach. It turns out that a hacker, who was swiftly arrested in London days after the leak, stole some data from Rockstar and spread an early alpha version — read: very rough first draft — of the hotly-anticipated game around the internet.

Then, later that week, who else but Kanye West would tease his latest YEEZY GAP drop with a GTA-inspired campaign, though it wasn't playable.

Your Highsnobiety privacy settings have blocked this Twitter post.

Now, here comes MSCHF with its own Grand Theft Auto-like. Okay, admittedly, the inspiration here isn't GTA alone but both projects share a sense of freewheeling lawlessness.

You know how your GTA character can hop into any car at any time and simply drive away? Same concept, except it's now GTA Online and you're one of a thousand people who have the same ability.

Specifically, from September 28, MSCHF's Key4All drop will sell 1,000 keys for $20. The catch: they all unlock the same car. The second catch: which car is it?

Your Highsnobiety privacy settings have blocked this Instagram post.

"We won’t reveal the model of the car until after the keys go out but it’s a classic," MSCHF co-founder Daniel Greenberg told Highsnobiety. "It’s the kind of car you notice on the street, although I won’t say why at this time. It’s also deceptively fun to drive — it’s got a turbo!"

"After using it as the company car during development, I will say: don’t knock it 'til you try it."

To find the unlockable car, you'll have to call MSCHF's car location hotline, which offers hints for finding the elusive ride.

Your Highsnobiety privacy settings have blocked this Instagram post.

Once you're inside, you're responsible for gas and upkeep — MSCHF's Key4All Terms & Conditions page lays out ground rules for ownership and other legal compulsions, including "You will not alter, dismantle, deface, sell, transfer or take any elements or components of the Vehicle or the Vehicle itself; MSCHF owns the Vehicle, you do not." (full rules on MSCHF's Key4All website)

"None of the players 'owns' the car insofar as anyone else who has a key can always find and drive it at any time," Greenberg continued. "In our minds, for all practical purposes, the players have control of the vehicle; we can’t technically transfer ownership of a car to thousands of people simultaneously, but if we could we would."

"The car is now a commons. We specifically intend this to be an unregulated shared resource, that we won’t centrally administrate (aside from providing the car location hotline) after launch."

Imagine anarchic Zipcar and you're most of the way there.

Unlike other recent MSCHF drops, which have included Russian roulette with ketchup makeup, Jimmy Fallon sneakers and Sacred Seltzer, Key4All hearkens back to the barely-legal antics of MSCHF's bootleg mice mascot, Andy Warhol forgeries, and Chick-fil-A delivery.

Your Highsnobiety privacy settings have blocked this Instagram post.

It's a captivating project, enough that Key4All was subject to its own leak in early September, making for yet another (even more coincidental) GTA throughline.

This isn't the first time that a MSCHF project has surfaced online before the collective properly unveiled it, though Greenberg takes it all in stride.

"Obviously we try not to make it easy for people to find things ahead of time, but at the end of the day it’s like people who enjoy spoiling movies — whatever floats your boat."

We Recommend
  • new balance reconsidered
    New Balance Is Getting Into the Resale Game (Kinda)
    • Sneakers
  • best sneakers of the year
    The Best Sneakers of 2024... So Far
    • Sneakers
  • MSCHF gobstomper dremel edition
    MSCHF Wants You to Distress Its New Shoe (With a Power Tool)
    • Sneakers
  • joe burrow style
    Joe Burrow's Off-Field Style Is Officially a Thing of MSCHF
    • Style
  • hs-neu-york-glazed-nyc
    Glazed NYC Is Changing the Game for New York's Fashion Forward
    • Culture
  • Image on Highsnobiety
What To Read Next
  • Image on Highsnobiety
    MM6 Is Arguably More Margiela Than the Maison
    • Style
  • CDG Play's Spring/Summer 2024 collection of cardigans, sweaters, shirts, and K-Way jackets
    Can You Have Too Much CDG Play?
    • Style
  • Diesel's FW24 milan fashion week runway show
    Diesel's Y2K Vision Has Melted Away
    • Style
  • adidas YEEZY Slides, YEEZY Foam Runners & YEEZY BOOST 500 sneakers in adidas' March 2024 restock
    adidas YEEZY's March 2024 Drop: Everything to Know
    • Sneakers
  • hot wheels
    Generational Speed: the History of Hot Wheels and Its Racing Origins
    • Design
    • sponsored
  • Sha'Carri Richardson holding Jacquemus' black leather Nike Swoosh handbag
    Jacquemus' Latest Nike Collab Is Swoosh Genius
    • Style
*If you submitted your e-mail address and placed an order, we may use your e-mail address to inform you regularly about similar products without prior explicit consent. You can object to the use of your e-mail address for this purpose at any time without incurring any costs other than the transmission costs according to the basic tariffs. Each newsletter contains an unsubscribe link. Alternatively, you can object to receiving the newsletter at any time by sending an e-mail to info@highsnobiety.com

Web Accessibility Statement

Titel Media GmbH (Highsnobiety), is committed to facilitating and improving the accessibility and usability of its Website, www.highsnobiety.com. Titel Media GmbH strives to ensure that its Website services and content are accessible to persons with disabilities including users of screen reader technology. To accomplish this, Titel Media GmbH tests, remediates and maintains the Website in-line with the Web Content Accessibility Guidelines (WCAG), which also bring the Website into conformance with the Americans with Disabilities Act of 1990.

Disclaimer

Please be aware that our efforts to maintain accessibility and usability are ongoing. While we strive to make the Website as accessible as possible some issues can be encountered by different assistive technology as the range of assistive technology is wide and varied.

Contact Us

If, at any time, you have specific questions or concerns about the accessibility of any particular webpage on this Website, please contact us at accessibility@highsnobiety.com, +49 (0)30 235 908 500. If you do encounter an accessibility issue, please be sure to specify the web page and nature of the issue in your email and/or phone call, and we will make all reasonable efforts to make that page or the information contained therein accessible for you.