MSCHF is a Brooklyn-based art collective and product studio founded in 2016 by Gabriel Whaley, Lukas Bentel, Kevin Wiesner, and Stephen Tetreault. They specialize in “structured chaos”—launching unpredictable, provocative “drops” every few weeks that blur the line between art, commerce, and internet culture.
Their work spans viral products like Jesus Shoes (Nike sneakers with holy water), Satan Shoes (Nike Air Max 97s with a drop of human blood, made with Lil Nas X), Big Red Boots, Birkinstocks, and digital stunts like the endurance game Finger on the App. Each project is designed as a narrative-first cultural moment rather than a traditional product.
MSCHF operates without a consistent logo or brand identity, aiming to surprise their audience every time. They’ve raised about $24 million from investors including 1686 Partners, GFR Fund, and RSE Ventures, and have grown to around 25 employees.
Their philosophy: design for the “spicy present,” create things so strange people can’t help but share them, and treat controversy as a feature—not a bug. MSCHF now expands into gallery exhibitions and publishing, cementing their role as both an art world disruptor and a marketing innovator.
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