MSCHF: Art Collective Can Influence the Society

‘MSCHF’ is an American art collective based in New York. They made their team name by removing the vowels in a word, ‘Mischief’. MSCHF explains itself as an ‘art collective’ not a company or a brand, but is chaotic, unexpected, and considerate. MSCHF artists don’t confine themselves to a single type of industry because they think MSCHF is a group that does indefinable projects like magic. 

Acting up to their belief that ‘The moment MSCHF becomes a company, the magic breaks,’ MSCHF is classified as ‘Dairy product manufacturing’ and tells others not to follow them on Instagram.

So, what does MSCHF do? Every two weeks, MSCHF releases unique, limited-edition products online. All items are not reissued and are only released in small quantities. What MSCHF pays attention to is human psychology. The MSCHF artists’ projects either make everyone extremely angry, people enjoy them, or break stereotypes. 

One of their most popular projects is “Branded Books.” These are classic books that are branded and printed for purchase. Many brands and companies collaborated, and the company logos are on the book’s title page and the story. For example, the rabbit in Alice in Wonderland wears an Apple Watch. Through this Branded Books project, MSCHF showed their discontent against the far-fetched commercials in modern society, and criticized them.

It seems like MSCHF will never be a profitable success. They make projects that cost millions of money but don’t bring a corresponding profit to it. However, when MSCHF’s artists get questions about their profits, they answer, “Sometimes it seems like investors are too serious about immediate monetization. We believe that MSCHF will achieve profitable results one day. The projects we work on always have strong virality and a certain absurdity. That absurdity makes people share issues and ask questions.” MSCHF concentrates on its positive social impacts, not financial gains while viewing parts of the world that need to be changed. They add colors to monotonous products and experiences and provide unexpected moments of surprise and joy, fulfilling the ‘MSCHF Magic’.