Highsnobiety

MSCHF

FOUNDER

Gabriel Whaley is the Founder & CEO at MSCHF

FOUNDED

Originally founded in 2016

INSTAGRAM

WHAT IS MSCHF ?

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.

HOW MUCH ARE THE MSCHF BOOTS?

2016

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.

2017

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

2018

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.

2019

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.

2020

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.

2021

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.

2022

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.

2023

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 Designed a Reversible High-Top Sneaker... Sandal?

    • Sneakers
    Jake Silbert/
  • MSCHF's Tire-Free Hot Wheels Car Has Been Through It

    • Culture
    Morgan Smith/
  • From HOKA to MSCHF, Browse This Week’s Best Sneaker Releases

    • Sneakers
    Denzel Blake/
  • MSCHF's Next Step? High Heels Made of Shower Slides (EXCLUSIVE)

    • Sneakers
    Jake Silbert/
  • MSCHF: Everything You Ever Wanted To Know About The Art Collective

    • Culture
    Riccardo Zazzini/
  • MSCHF's "Timbs" Just Got Brutal

    • Sneakers
    Morgan Smith/
  • MSCHF's Wild "Timbs" Were Practically Made for Spike Lee

    • Sneakers
    Morgan Smith/
  • MSCHF's Latest Bag Was Designed by Everyone But MSCHF

    • Style
    Tom Barker/
  • MSCHF's BWD Successor Is a... Completely Normal Sneaker

    • Sneakers
    Tom Barker/
  • Feeling Dirty? Clean Up With MSCHF's Fabuloso Perfume

    • Beauty
    Alexandra Pauly/
  • The MSCHF Boot Returns as a Crocs Collab

    • Sneakers
    Highsnobiety /
  • MSCHF Made Sneakers for Lana Rhoades & Her Mystery Baby

    • Sneakers
    Tayler Willson/
  • MSCHF Wants You to Distress Its New Shoe (With a Power Tool)

    • Sneakers
    Morgan Smith/
  • MSCHF's Big Red Boot Is Black. Er, Back. Er, Both

    • Sneakers
    Jake Silbert/
  • First Look: MSCHF's Big Black Boot

    • Sneakers
    Highsnobiety /
  • Joe Burrow's Off-Field Style Is Officially a Thing of MSCHF

    • Style
    Morgan Smith/
  • MSCHF's Reebok Pump Omni Zone II Looks Extra Pumped

    • Sneakers
    Highsnobiety /
  • EXCLUSIVE: Kid Cudi & MSCHF's Collaborative Sneaker Is Very Not Normal

    • Sneakers
    Jake Silbert/
  • EXCLUSIVE: BAPE's MSCHF Boots Are Real But They Can't Hurt You

    • Sneakers
    Jake Silbert/
  • Remember MSCHF's "Medical Boot?" Well, It's a Mule Now

    • Sneakers
    Highsnobiety /
  • MSCHF & Crocs Debut Big Yellow Boot, Paris Hilton Not Included

    • Sneakers
    Jake Silbert/
  • Actually, MSCHF's Sharing Its F&F Super Normal 2s With Everyone

    • Sneakers
    Highsnobiety /
  • Ya Like Jazz? If So, Help MSCHF Pirate 'Bee Movie' Frame by Frame

    • Culture
    Jake Silbert/
  • MSCHF’s Microscopic Bag Sold For the Price of a Ford Bronco

    • Style
    Tayler Willson/
Load More

Highlights

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

    • Culture
    Riccardo Zazzini
  • The Museum of MSCHF: A Retrospective of the Creative Industry’s Antiheroes

    • Style
    Emily Jensen
  • Vans Triumphs Over MSCHF in Legal Battle Over "Wavy Baby" Shoes

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

    • Culture
    Jake Silbert
  • EXCLUSIVE: MSCHF Made Boots Fit for Astro Boy

    • Sneakers
    Jake Silbert