MSCHF: the most disruptive art collective in Brooklyn

Step into the world of MSCHF, the New York creative studio that redefined the boundary between contemporary art, streetwear and pop culture. Founded in Brooklyn in 2016 by Gabriel Whaley, MSCHF (pronounced "mischief") releases a new drop every two weeks for nearly a decade now, mixing sneakers, conceptual toys, absurd accessories and viral performances. From the Big Red Boot that broke TikTok to the Satan Shoes with Lil Nas X, through the Dead Startup Toys and the Blur Figures, MSCHF has become in just a few years THE reference for premium conceptual collector items. At MTHOR, we curate the rarest drops from the Brooklyn house, all authenticated by our team of experts and shipped sealed worldwide.

The story of an icon: how MSCHF invented the drop as conceptual art

MSCHF was born in 2016 under the impulse of Gabriel Whaley, a former BuzzFeed employee, joined by Kevin Wiesner, Daniel Greenberg and a team of designers, engineers and creatives. Their founding thesis: turn cultural satire into a sellable object, at the intersection of artwork, derivative product and viral performance. Their signature format — a drop every 14 days, without warning, exclusively announced through their dedicated app — quickly became a convention copied across the entire streetwear industry.

Several drops have marked global culture. In 2021, the Satan Shoes in collaboration with Lil Nas X (666 pairs customised with a drop of human blood in the sole) triggered a Nike lawsuit and a worldwide media debate. In 2023, the Big Red Boot — a vivid red cartoon boot inspired by Astro Boy — went viral on TikTok and was worn by Janelle Monáe, Lil Wayne and Doja Cat. Then came the $17 Persian Rug, the Tap3 Sandals, the Wavy Baby with Tyga, the Hot Wheels "Not Wheels™" collab that hijacks Mattel's most iconic toy, and the recent MSCHF x Reebok Pump Omni Zone IX collab that brings the 90s basketball silhouette into the MSCHF universe. With every drop, the collective manages to merge absurdist humour with cultural commentary while delivering effectively sellable objects — a unique balance.

A unique approach: the drop as artistic manifesto

What sets MSCHF apart comes down to three operating principles. First, the bi-weekly cadence: every drop is announced 24 to 48 hours in advance and sells out in minutes — scarcity is intentional and structural. Second, the conceptual format: no object is neutral, all carry a critique, a hijack or a pop reference — the Theranos Minilab mocks Elizabeth Holmes's biotech scam, the Blur Figures series blurs banknotes to question the value of money, the Walt Disney And His Sons revisits Disney corporate mythology. Third, the accessible price: the majority of MSCHF drops sit between 50 and 500 euros, far from traditional contemporary art prices — a deliberate act of cultural democratisation.

Three visual and conceptual markers immediately reveal an authentic MSCHF: (1) the drop number engraved or printed on the object (every drop is chronologically numbered, N°1 dating from 2016), (2) the premium industrial quality that breaks with the DIY aesthetic many expect from an art studio (the Big Red Boot are moulded in high-density TPU, the Blur figurines in Pop Mart-grade PVC resin), and (3) the theatrical packaging — every drop ships in a signed MSCHF box with a printed manifesto, a certificate of authenticity and sometimes a bonus object that extends the performance.

The standout pieces of the collection

The MSCHF collection at MTHOR brings together the most coveted drops from the collective. On the sneaker and streetwear side, you'll find the MSCHF x Reebok Pump Omni Zone IX Sunbleached and the Unbleached, two versions of the 2024 basketball collab reinterpreting the 90s Reebok Pump silhouette with the MSCHF signature — exposed topstitching, aged material treatment, conceptual hangtag. The MSCHF x Fred Again Cloud Tee Multicolor embodies the textile collab with British producer Fred Again, a limited drop in a cloudy tie-dye white tee format.

On the Dead Startup Toys and collectibles side, the collection covers the most iconic drops. The MSCHF Dead Startup Toys Theranos Minilab reproduces in 1:6 miniature the diagnostic case of the Theranos startup that cost 9 billion dollars and landed Elizabeth Holmes in prison — a pure piece of conceptual art. The MSCHF x Gufram 5G CACTUS revisits the legendary cactus-pouf from Italian collective Gufram (1972) with a 5G tech-paranoia version. The Blur Figures series — available as A$50 AUD, ¥5,000 Yen, Monopoly Edition — blurs global banknotes and questions value. The Walt Disney And His Sons, 2024 Figure hijacks Disney corporate iconography, the "Our Cow Angus" Burger 3-Pack Token is a mini food artwork, the Boosted Packs V2 Box of 10 Packs and the MSCHF Vol. 7 MAG are the collective's "magazine" trading-card drops. Finally, the MSCHF x Hot Wheels "Not Wheels™" hijacks Mattel's IP to offer a pirate version of the most-sold toy car in history. A coherent collection covering the full breadth of the Brooklyn studio — from wearable sneaker to pure collector figurine.

Why buy your MSCHF at MTHOR

MTHOR Shop specialises in the sale of authenticated objects. Every piece in our MSCHF collection goes through a rigorous quality control led by our team of experts: we check the consistency of the signed MSCHF box and the drop certificate, the material, smell, stitching, shape and finishing, as well as the accessories — particularly the drop number engraved or printed which must match exactly the official drop, and the printed manifesto shipped in the box. For the deepest verifications on the most counterfeited drops (Big Red Boot, Satan Shoes, Theranos Minilab), we rely on specialised tools such as the UV lamp or the microscope. Every order ships with a seal, a tangible guarantee that quality control was performed and authenticity validated. Learn more about our authentication process.

We offer worldwide signed-for home delivery in 2 to 8 days, with real-time tracking via email and WhatsApp, 4x interest-free payment via Klarna or Scalapay, and a France-based customer service available Monday to Friday from 9am to 6pm. Should anything go wrong, our 14-day return policy has you covered. No customs fees on your end: MTHOR covers all customs duties and taxes, regardless of your destination.

FAQ — MSCHF at MTHOR

How can I verify the authenticity of an MSCHF?

Every piece sold on MTHOR has been authenticated by our team of experts before shipment. We control the original box and the drop certificate (every MSCHF drop has a unique chronological number), the resin or material quality (Blur figurines are in Pop Mart-grade PVC, Big Red Boot in high-density TPU), the drop-specific markings and engravings, and the printed manifesto that ships with every product. For the Theranos Minilab and other Dead Startup Toys, we also verify the fidelity of the miniaturisation to the original model. The piece is then sealed before shipment: if the seal is intact upon receipt, you have the guarantee no tampering took place. Full details here.

Why are MSCHF drops so rare?

MSCHF has structured its business model around intentional scarcity: every drop is produced in limited series (often a few thousand pieces, sometimes a few hundred for collab drops), sold within minutes via their dedicated app, then never re-released. The secondary market immediately takes over with prices multiplied by 2 to 10 depending on the drop. This structural scarcity is what makes MSCHF a collector brand on par with historic Supreme drops.

What are MSCHF Dead Startup Toys exactly?

The Dead Startup Toys series is an MSCHF line that reproduces in miniature the hardware of tech companies that failed spectacularly. The Theranos Minilab reproduces the blood diagnostic case promised by Elizabeth Holmes (9 billion dollar valuation, federal prison in 2023), the Juicero revisits the 400-dollar connected juice press you could replace with your hands, the Coolest Cooler hijacks the Kickstarter cooler that swallowed 13 million without delivering to its backers. They are conceptual artworks as much as collectibles — each tells a story of technological hubris.

What box does my MSCHF piece ship with?

You receive the original MSCHF box specific to the drop, with its particular design (varies depending on the drop: vintage cardboard for Dead Startup Toys, tech packaging for 5G CACTUS, classic sneaker box for the Reebok and Hot Wheels collabs), the drop certificate with serial number, the printed manifesto that ships with every drop, and all original accessories shipped by MSCHF. Everything ships in an MTHOR overpack to protect the box during transport — the MSCHF box itself having become a collector item for vintage drops.

What's the delivery time?

We ship worldwide, with signed-for home delivery in 2 to 8 days. You get real-time tracking via email and WhatsApp, no matter your destination.

Will I have to pay customs fees?

No, you won't pay any customs fees. MTHOR covers all customs duties and taxes, regardless of your destination worldwide. The price you see on the site is the final price you pay: no nasty surprises on delivery.

Can I return my MSCHF if I'm not satisfied?

Yes. You have 14 days from receipt to return your piece, provided it's in original condition (never worn for sneakers and tee, never unboxed for figurines, intact box, seal not removed, drop certificate and manifesto present). Refunds are processed within 24 hours of receiving the return.

Going further

Discover also our Supreme and Streetwear collections. To learn everything about the quality of our pieces, check out our detailed authentication process or our guide How to recognize a real pair of sneakers.