MSCHF

“A couple of years ago, we made handbags, right? They're very expensive. The smaller they get, the more expensive they become. So we made a microscopic handbag that sold at auction for 63,000 dollars at Paris Fashion Week at Borrell's whatever coronation of Lou…”

“The line that we use here is a good idea should slap in one sentence and then slap even harder in three. And that just means there are layers, right?”

“And so we found the sink. We did recon. We not me. I'm not, I, it wasn't me personally. It was somebody here. But we found, you know, we tracked down the serial numbers, the parts ordered exact, like replica. We ordered the exact same parts, built it here, tie…”

“Our first audience portal was Venmo. We had a huge audience on Venmo and we like had this huge phone bank like a Chinese phone click farm. And we, every time we had a new project, we would Venmo our audience a penny and they would get that notification because…”

“We launched an agency called Applied Mischief.”

“The way we're actually organized is we are essentially a holding company of different creative enterprises based on categories. So, there's like a handbag division, there's a footwear division, there's a fine art division, there are other divisions I can't rea…”

“There are brands and entities in culture that we perceive as cultural material, the same way artists looks at their material as, like, paint or sculpture or marble or whatever. Like, for us, Coca-Cola is material. Give us that. And we'll make something new wit…”

“The focus on the drop is, is misplaced. Drop is just a delivery mechanism for something new. What these guys are actually looking for, like what they actually want at the end of the day is how do you break through the noise?”

“What you typically see a lot of brands do is they're afraid of good ideas because good ideas have not been done by definition. So they lean more on the execution and you see like large budgets and like, Huge bloated teams and production.”

“So we made a microscopic handbag that sold at auction for 63,000 dollars at Paris Fashion Week at Pharrell's whatever coronation of Louis Vuitton. That idea came from a summer intern.”

“The line that we use here is, a good idea should slap in one sentence, and then slap even harder in three. And that just means there are layers, right? Like, you appreciate it for the headline, but if you, like, really dig into it, you're like, wait up, is thi…”

“We found the sink, we did recon, we not me, I'm not, I, it wasn't me personally, it was somebody here. Names. But we found, you know, we tracked down the serial numbers, the parts ordered exact, like, replica, we ordered the exact same parts, built it here, ti…”

“Yeah, probably. Honestly, probably. Probably.”

“Unlike the whole, like, crypto craziness of the last couple years we didn't get into that because we didn't feel like it was here to stay yet.”

“Like it's mischief doesn't win as a first mover. If you look at all of our work, it was never about being the first to react to something or the first to like make use of a format.”

“Our first audience portal was Venmo. We had a huge audience on Venmo, and we, like, had this huge phone bank like a Chinese phone click farm, and we, every time we had a new project, we would Venmo our audience a penny, and they would get that notification, be…”

“Every single one of their drops has a bunch of press. So like the Warhol thing had a bunch of press. It was everywhere. Jesus shoes had a bunch of press. It was everywhere. Like everything they do, like they reverse engineer getting coverage. Like on, on blogs…”