MSCHF Highlights the Absurdities of Modern Consumerism—and Makes Money Doing It
For more than five years, Gabriel Whaley and his team have cooked up hilariously absurd, on-point viral “drops” again and again.
By Jack Meyer
August 30, 2022
4 minute read
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An ice cream truck selling $10 popsicles in the shape of Zuckerberg, Bezos, and Musk’s multibillion-dollar visages. A service delivering A.I.-generated foot images with Magritte undertones. A $1,000 chimera of extracurricular participation trophies made for Tiffany’s. These high-concept pranks are the sort of off-kilter creations one can expect from the Brooklyn-based outfit MSCHF, a start-up accelerator of absurd and attention-grabbing stunts.
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