Gabriel Whaley is the Founder & CEO at MSCHF


Originally founded in 2016



MSCHF is a creative art collective and internet studio known for its innovative and unconventional projects. The name "MSCHF" is a playful take on the word "mischief," which reflects the group's ethos of challenging norms and pushing boundaries through art and technology.

Founded in 2016 by Gabriel Whaley, MSCHF gained popularity for its unique and often controversial art installations, online experiences, and limited-edition products. Their projects often blend elements of humor, social commentary, and pop culture to create engaging and thought-provoking experiences.

The collective operates as a decentralized team of artists, designers, and developers, often collaborating with other creators, brands, and musicians to bring their projects to life. They have gained a dedicated online following and are known for their surprise drops and limited-edition releases, which often sell out quickly.

MSCHF's work challenges conventional notions of art, consumerism, and internet culture, and their projects often spark discussions and debates about the role of art in the digital age. While some of their projects have faced criticism and legal challenges, MSCHF continues to thrive as a provocative and influential force in the contemporary art world.



MSCHF is founded by Gabriel Whaley as a creative art collective and internet studio. The name is derived from "mischief," reflecting the group's disruptive and unconventional approach to art and projects.


MSCHF starts gaining attention with their early projects, which include internet memes, digital art installations, and online experiences that challenge traditional norms.


The collective begins collaborating with various artists, brands, and musicians to create unique and limited-edition products and experiences. Their work starts to gain a dedicated online following.


MSCHF gains widespread recognition for their "Jesus Shoes" project, which involves customizing Nike Air Max 97 sneakers with holy water from the River Jordan. The shoes go viral and sell out almost immediately.


The group continues to push boundaries with their projects. They launch "Finger on the App," a mobile app challenge where participants must keep their finger on the screen to win a cash prize. The challenge attracts millions of players and generates significant media attention.

Their most famous release however was their blur money stack.


MSCHF releases the controversial "Satan Shoes" in collaboration with rapper Lil Nas X. The shoes, which feature satanic imagery and a drop of human blood in the sole, spark widespread debate and legal challenges from Nike.


They pretty much broke the internet by releasing a pair of Big Red Boots.

The collective announces a transition to a decentralized structure, allowing artists and creators from around the world to participate in MSCHF projects. They continue to release a series of surprise drops and limited-edition products that capture the attention of the art and internet communities.


The best release of 2023 is definitely the "Microscopic Louis Vuitton Bag"; a nearly invisible little speck that's actually a remarkably accurate rendering of a Louis Vuitton On The Go handbag.

They released a new AI tool as well. Sort of like a chat but MSCHF-style.

And also one giant cereal loop of Fruit Loop.

Latest Stories

  • mschf Global Supply Chain Telephone Handbag

    MSCHF's Latest Bag Was Designed by Everyone But MSCHF

    • Style

    MSCHF's BWD Successor Is a... Completely Normal Sneaker

    • Sneakers
  • MSCHF Smells Like Fabuloso Cologne Fragrance Perfume

    Feeling Dirty? Clean Up With MSCHF's Fabuloso Perfume

    • Beauty
  • Image on Highsnobiety

    MSCHF: Everything You Ever Wanted To Know About The Art Collective

    • Culture
  • Image on Highsnobiety

    The MSCHF Boot Returns as a Crocs Collab

    • Sneakers
  • Lana Rhoades and her son, Milo, for MSCHF's Super Baby sneaker release.

    MSCHF Made Sneakers for Lana Rhoades & Her Mystery Baby

    • Sneakers
  • MSCHF gobstomper dremel edition

    MSCHF Wants You to Distress Its New Shoe (With a Power Tool)

    • Sneakers
  • best sneakers of the year

    The Best Sneakers of 2024... So Far

    • Sneakers
  • MSCHF's Big Black Boot, as worn by Mitch Modes

    MSCHF's Big Red Boot Is Black. Er, Back. Er, Both

    • Sneakers
  • Image on Highsnobiety

    First Look: MSCHF's Big Black Boot

    • Sneakers
  • joe burrow style

    Joe Burrow's Off-Field Style Is Officially a Thing of MSCHF

    • Style
  • Image on Highsnobiety

    MSCHF's Reebok Pump Omni Zone II Looks Extra Pumped

    • Sneakers


  • Image on Highsnobiety

    MSCHF: Everything You Ever Wanted To Know About The Art Collective

    • Culture
  • Image on Highsnobiety

    The Museum of MSCHF: A Retrospective of the Creative Industry’s Antiheroes

    • Style
  • Image on Highsnobiety

    Vans Triumphs Over MSCHF in Legal Battle Over "Wavy Baby" Shoes

    • Sneakers
  • Image on Highsnobiety

    Begone Satan Shoe: MSCHF's New Sneakers Are Lawsuit-Proof

    • Culture
  • Image on Highsnobiety

    EXCLUSIVE: MSCHF Made Boots Fit for Astro Boy

    • Sneakers
  • Image on Highsnobiety
*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.


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.