mschf.com

MSCHF, an art collective based in Brooklyn, New York, operates as MSCHF Product Studio, Inc. and has established a unique position at the intersection of art, commerce, and technology. Founded in 2016 by CEO Gabriel Whaley, the company is led by a team that includes Chief Creative Officers Kevin Wiesner and Lukas Bentel, and COO Stephen Tetreault. Whaley, a former BuzzFeed employee and West Point dropout, leveraged his early success with viral internet projects to form MSCHF, building a team with diverse creative backgrounds. Wiesner and Bentel, for instance, both attended the Rhode Island School of Design and previously ran a digital studio called Hello Velocity.

The company's business model is centered around a series of numbered, limited-edition "drops" released periodically, a strategy that creates a sense of scarcity and high anticipation. Revenue is primarily generated through the direct-to-consumer sale of these unique products, which often sell out within minutes. MSCHF also engages in marketing partnerships with brands, like Fenty Beauty and Slack, creating absurdist campaigns that leverage their knack for generating viral buzz. The collective's operations are fueled by this direct revenue as well as venture funding, having secured $11.5 million as of January 2020.

MSCHF's portfolio is a catalog of cultural commentary and viral experimentation. Their projects are designed to be thought-provoking and often blur the lines between product and performance art. Notable drops include "Jesus Shoes," a pair of Nike Air Max 97s filled with holy water from the River Jordan, and their controversial counterpart, "Satan Shoes," a collaboration with Lil Nas X that contained a drop of human blood. They've deconstructed luxury goods, famously cutting up four Hermès Birkin bags to create "Birkinstock" sandals that sold for tens of thousands of dollars. In another project, they purchased a Damien Hirst print, cut out the individual spots, sold them, and then auctioned the leftover paper for a significant profit. Other ventures have included the "Big Red Boots" which became a social media phenomenon, a dating-sim video game that also helps users file their taxes ("Tax Heaven 3000"), and a microscopic Louis Vuitton handbag sold for over $63,000. These projects are not just products but are intended to challenge consumer culture, the value of art, and societal norms.

Keywords: art collective, viral marketing, limited edition drops, consumer culture, social commentary, product design, Gabriel Whaley, performance art, direct-to-consumer, e-commerce, cultural disruptors, Big Red Boots, Satan Shoes, Jesus Shoes, Birkinstocks, conceptual art, street art, brand collaborations, MSCHF Product Studio, hype culture, internet art