During the time of social media and the universality of the Internet, it is extremely difficult to get out of the crowd and amaze people. Thank God there are MSchF who, as a company, develop and sell controversial but innovative products. From the idea to the foundation over today's stand, Mschf has perfected art and thinking outside the box.
So today we take a look at the incredible history of the fire and immerse yourself in the products that bring you onto the market.
The beginning
MSchF was founded in 2016 by Gabriel Whaley (current CEO) in Brooklyn, New York. As an art collective, they initially produced browser plugins, physical products as well as AI generated photographs and social media content.
From the beginning, the company pursued the goal of reversing the concept of the traditional company by bringing products and works of art onto the market to stimulate everyone and, above all, exceed the creative limits of people.
What kind of products came?
This is not a ranking from good to bad, I just want to show you a few crazy things that you absolutely have to have seen.
Times Newer Roman
You all know the font "Times New Roman", which is a real essential for homework and texts for students and students. MSchF therefore developed a wider font to press the number of pages of the work and increase it. Times Newer Roman has been a cool tool since 2018 to make his attachments appear longer.
The font represents the idea of MSchF very well again because you develop things that you can actually use well, but are more of a bizarre nature.
Finger on the app
This project was not a normal, buyable product, but a special app. A mobile game with the banal goal of not moving your finger as long as possible. The last player who hadn't moved his finger after 70 painful hours could win $ 25,000! The game naturally caused a sensation and thousands of people stubbornly fought for victory. Many do not know that the app was developed in cooperation with Mr. Beast and could therefore achieve more reach.
Actually a cool idea, the meaning behind it was just a cool video for the YouTuber. At the end of the 70h, the challenge ended with 4 winners who were paid out $ 20,000.
Satan Shoes
Here we probably have the product that caused the most sensation, but in a negative sense. The Satan Shoe was designed in cooperation with the viral musician Lil NAS X and here too there was "only" 666 couples. The starting sneaker was a Nike Air Max 97, with demonic symbols and a Bible verse (Lukas 10:18) in which there is as much as "But he said to them: I probably saw the Satanas falling from the sky as a flash. "In the airbubble you can also see fake blood - everything on the sneaker is disturbing and I am unsure what that means.
I am really not a fan of such things and I perceive it as a bad joke instead of a real satan glorification.
Birkinstocks
Now we come to an item, which I personally find extremely cool. The Birkinstocks of Mschf came in 2019 and were an article for the collectors and ultra -rich people of the world. As an official three -part collaboration between Birkenstock, Birkin and Mschf, refined sandals with real Birkin leather and birch wood finished inner soles came onto the market. With a violent price tag of $ 34,000-76,000, you would think that nobody is in the mood to spend so much for a few flaps that cost a maximum of € 100. Wrongly thought! The shoes were sold out after a few minutes. The slippers were produced from the finest types of leather such as crocodile and sold via a special website.
The Big Red Boot
The biggest social media appearance of 2023 was able to achieve MSchF with the Big Red Boot towards the end of the year. Everywhere this huge red shoe was reminiscent of Megaman and the fashion world was freaked out. With good influencer marketing like Sarah Snyder or Shai, you could quickly create a large hype. When the Big Red Boot came to the website officially, it was sold in seconds and was offered directly to the resell, peak sale on Stockx was at $ 1,651 on March 11, 2023. However And you could hardly get rid of your couples quickly - actually quite well.
This month you had to make an effort not to see the huge red shoe and really everyone had the Mschf sneaker on the radar.
The farewell of MSchF
In the previous year 2022, the fire announced that they wanted to withdraw from the releases of regular products. When asked "Why?" If the company replied that it wanted the creative freedom that they always had to make crazy (unexpected "products in their words, not restricted by a convulsive or longer production/sales process. MSchF also emphasized that they continue to act as a creative collective and, above all, want to offer a platform. From an entrepreneurial point of view, I find it nonsense to stop at his peak (for me clearly the Red Boot), but of course true artists are usually not much impressed by money, mostly do not want to be dependent on the consumers to enforce their cause.
My conclusion
Sure, Mschf had a good 2 years in the social media. Due to the very innovative but also polarizing products, conversations were stimulated, as the company wanted - they are primarily artists. MSchF was also able to expand the limits of marketing or handicrafts and give many people new inspiration. Thanks to a fresh approach, you managed to pull a lot of people along and offer a new platform. Unfortunately, MSchF has withdrawn from production for the time being, but the impact that the fire had will surely remain noticeable in the scene for a long time.
It remains to be seen when the company brings new things out again, but we can expect that it was not the last time to have heard of MSchF.