Obejctive

MSCHF is an #artist-collective based in Brooklyn, New York, founded in 2016 by Gabriel Whaley, with Lukas Bentel and Kevin Wiesner as chief creative officers. Operating as MSCHF Product Studio, Inc., the group is known for conceptual projects that intersect art, technology, and cultural commentary. MSCHF’s work is released in sequentially numbered “drops,” with notable projects including “The Persistence of Chaos” (a malware-laden laptop), “Jes Shosues” (Nike Air Max sneakers modified with holy water), and “Satan Shoes” (created in collaboration with Lil Nas X, resulting in legal action from Nike). Their portfolio spans digital games, physical products, art interventions, and experiments in commerce, often provoking viral attention and legal scrutiny. MSCHF’s releases have included everything from financial astrology apps to luxury product parodies, reflecting an ongoing interest in the boundaries between art, commerce, and internet culture. As of 2024, the group continues to balance artistic practice with commentary on consumerism and virality.

Subjective

Contexts

• #marketing-agency

• #product-studio (See: Product Studio)