Making MSCHF

Satan shoes (infused with real human blood).

A squeaky chicken bong.

Big red boots.

If there's one thing MSCHF knows how to do, it's going viral.

I'm a BIG fan of MSCHF. They're the walking epitome of doing cool sh*t, something we strive to do here at The Attention Seeker.

MSCHF (pronounced as 'mischief') was founded in 2016 by Gabriel Whaley and a group of creatives in Brooklyn, New York. From the beginning, the founders set out to create a brand around experimental art and design.

They first gained attention with their 'Jesus Shoes' in 2019. In case it's not obvious to you, these were Nike Air Max's filled with holy water (holy sh*t!). MSCHF gained even more notoriety when they released their 'Satan Shoes.' These were, of course, Nike's filled with real human blood.

So, what exactly is MSCHF?

The name MSCHF means 'Miscellaneous Mischief.' By playing around with elements of art, business, and tech, the rather mysterious collective aims to create unique and though-provoking experiences. They successfully challenge the status quo and inspire their fans to think about the world differently.

MSCHF operates as a group of decentralised hacker-type artists, designers, and developers. The collective is known for creating unique and often controversial art installations, online experiences, and limited-edition products. Their unique blend of humour, social commentary, and pop culture has led to some pretty interesting commentary.

But beyond how I've just described them, the brand is quite mysterious. Even in their own interviews, they don't really know how to describe themselves!

So how on earth do they manage to monopolise headlines every damn month it seems?

MSCHF knows how to put the reps in.

Known to drop something every two weeks, they have not missed ONE single drop date! This steady rhythm keeps them relevant and guarantees their audience always tunes in for the next drop.

But these regular drops are not JUST about quantity. Their fortnightly-drop style allows them the freedom to experiment and innovate. It means they never get too precious about what they're making.

The class clown.

MSCHF knows a little humour goes a long way in disarming even the most sceptical audiences. Rooted in absurdity and satire, they make bold, sometimes controversial ideas. And these are designed to go viral.

Take their 'Wavy Baby' sneakers. These shoes had a super exaggerated design that pokes fun at the classic Vans Old Skools. Their light-hearted approach in making these meant even often-serious sneakerheads could have a laugh at them.

You snooze, you lose.

If there's one thing MSCHF understands, it's the power of FOMO. All their drops are limited. This creates a sense of urgency and exclusivity that drives demand through the stratosphere, every. single. time. When people know there's only a few products available, they act faster and the word spreads like wildfire. (Meanwhile, I've got four Travis Scott tickets. Someone PLEASE buy them off me </3)

Their 'Birkinstocks,' made from actual Hermes Birkin bags, were a prime example of this strategy. With just a few available, everyone wanted in, fuelling a frenzy of interest and social media hype.

Collab kings.

In big 2024, it'd be stupid to downplay the star power of celebs. And MSCHF is no stranger to celebrity crossovers. The brand has joined forces with stars like Lil Nas X and Paris Hilton. These collabs have helped them reach new audiences, all while adding an extra layer of credibility to their projects.

The 'Satan Shoes' were a perfect example of this. The shoes didn't go viral just because of the shock value. Lil Nas X's involvement catapulted the shoes into a cultural phenomenon.

Embracing the heat.

MSCHF has never been afraid to be controversial. If anything, they embrace it. What's cool about their approach is that they have NEVER responded to the backlash. They let the controversy speak for itself, allowing the noise to multiply organically.

The 'Satan Shoes' (again) sparked O-U-T-R-A-G-E, but they stayed silent. No statements, no X (Twitter) apologies, or YouTube videos that begin with sighs. By letting the controversy take on a life of its own, they amplified their reach without lifting a finger (or uttering a word).

The bottom line.

MSCHF's recipe for repeated virality is as bold as it is effective--consistency, humour, strategic collabs, scarcity, and the healthy dose of controversy. They've proven that in the fast-paced world of marketing, these elements are key to capturing - and keeping - the internet's attention.

For marketers looking to replicate their success, the message is clear--be daring, be consistent, and never shy away from making waves.

-Abdel, Social Media Coordinator