MSCHF: the collective challenging the fashion system.


MSCHF's creations are solely meant to criticize the consumerist culture in which we are immersed. Their refined satire pokes fun at fashion obsessions, expressed through products that go viral as soon as someone famous wears them.

Astro Boy boots, Louis Vuitton “mini” bags to look at under a microscope, satanic Air Max 97s. What, precisely, is MSCHF trying to tell us?

MSCHF is an art collective of twelve creatives, whose headquarters are located in Brookny, NY. Since 2016, they have been making fun of the fashion industry, considered elitist and classist, by launching provocative products, mostly unauthorised collaborations, objects that have no utility, attracting controversy and admiration. Depending on one’s point of view.
The collective has cemented its reputation as a controversial brand, capable of making everything go viral, let’s look in detail 7 MSCHF’s most provocative creations and their explanations.


  • The Air Max 97 Satan with controversial details and symbols.

It is March 2021 when a photo appears of Rapper Lil Nas X holding an unusual Air Max 97: black and red dedicated to the King of the Underworld, Satan himself.

The Air Max 97 Satan are launched by a then little-known Brooklyn-based art collective, the MSCHF.

The shoes, produced in only 666 examples worldwide, feature details with writings to the contrary, the number of the beast 666, and human (or presumed human) blood inserted into the iconic Air unit.

The world is divided between “brilliant” and “grotesque provocation.” Nike promptly sued the brand, obviously winning the case. Lil Nas X retracts, distances itself from the Release. It all bursts quietly, like a soap bubble made by a child.

  • The release dedicated to Jesus.

The collective is also launching a version dedicated to Jesus, complete with a mini crucifix lace-up. The Jesus Shoes are a pair of Nike Air Max 97s whose soles have been filled with holy water taken from the River Jordan, while the uppers have been decorated with a Bible verse describing Jesus walking on water.

The move, however, does not quell the controversy of the many who insist that the creatives should have kept out of certain themes.

  • AC1’s “Help I broke my foot” challenging the limits of design.

The collective momentarily abandons the religious theme but launches other products that perplex most, such as the AC1 “Help I broke my foot,” a pair of orthopedic boots with supports and straps, used for the convalescence of those who break a bone in their foot,the exact opposite of its aesthetic inspiration.

It is the first shoe designed by MSCHF that pushes the boundaries of design and is meant to be a tribute to those completely utilitarian objects that “accidentally” possess an original and compelling design, as explained during the launch campaign.

  • Sale of copies of an Andy Warhol work with a chance to get an original.

It is still 2021, and MSCHF continue to make waves, although their fame is mainly concentrated in the States. On their website they are offering for sale 1,000 copies of an Andy Warhol work at a cost of $20, one of which is an original by the pop artist, which will randomly happen to some lucky person-a dream for Hyperbeast. The product description reads ambiguously:

Possibly Real Copy Of ‘Fairies’ by Andy Warhol” is a series of 1,000 identical artworks. They are all definitely by MSCHF, and also all probably by Andy Warhol. Every trace of which piece within the series is the original has been destroyed.”

  • Astro Boy’s Boots.

We come to 2023. The collective becomes known, this time around the world, for a pair of grotesque and exaggeratedly big, cartoon-style boots called simply “Big, red Boots.” Rappers such as Lil Wayne, Rich The Kid, Snot are immediately spotted wearing the Astro Boy boots matching their outfits, at NY Fashion week, on the streets of New York.

The MSCHFs hit the industry mark, making waves for an undeniably ugly product, yet one that is appreciated and worn by (almost) everyone.

  • The Louis Vuitton Micro Bag to be observed under a microscope.

The bag so small that it passes through the eye of a needle was created to highlight the peculiar fashion trend of the very last few seasons: the now indispensable micro bag.
From Jacquemus’s Chiquito to Balenciaga‘s micro bag and Chanel’s jeweled one, the bag is increasingly losing its utilitarian function in favor of the purely aesthetic one.

The latest trendy bags no longer have room to hold anything; they are taking on an abstract function, increasingly as mere ornament. The paradox is that as the size decreases, the price increases significantly.
MSCHF has gone one step further: it has created a Louis Vuitton tote bag, with all the logo details, handles and fluorescent coloring, but smaller than a grain of coarse salt, that it can only be observed under a microscope. It has no utility, only a supposed aesthetic sense.

  • The yellow Big Boots in collaboration with Crocs.

Just the day before yesterday, during the June 2023 Paris Fashion Week, the Brooklyn-based collective proved that there is no limit to ugliness by revealing their collaboration with the brand Crocs for a new pair of Big Boots, this time yellow, with holes and strap referencing the Dutch brand‘s iconic slide.


MSCHF’s creations are solely meant to criticize the consumerist culture in which we are immersed. Their refined satire pokes fun at fashion obsessions, expressed through products that go viral as soon as someone famous wears them. If a rapper or celebrity is seen sporting any item, even the most repulsive, it immediately alters the general perception of it, making it palatable and desirable.

The MSCHF has launched the first sneakers that can be worn reversibly. A crazy shoes that goes back and forth.

Whether geniuses or fanca**ists you judge.



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