The Secrets of MSCHF

As High Snobiety rightly says, “It is not easy to understand the essence of MSCHF, perhaps because it perfectly expresses the spirit of our time, perhaps because the start-up itself denies any kind of label.”

But we need to try and understand how they work because they have an enviable record of creating viral hits (from Big Red Boots to the world’s smallest handbag).

For the uninitiated, MSCHF is an art collective that makes money primarily by creating and selling limited-edition products, as well as by partnering with brands for various marketing campaigns.

A recent interview with two members of the collective revealed some key MSCHF principles.

Let’s dig into what they are and why they matter…

Don’t (Always) React

The MSCHF interviewees say they are focused on, “Not making things that are reactive to the grind of the social media feed.” This was a healthy reminder that while there are many useful cultural observations in what is resonating on social channels, it doesn’t mean brands should react to everything they see. This is especially true for smaller marketing teams and those with less bandwidth.

Another related quote that piqued my interested was how the team searches for subjects that, “… we’re interested in for a two to three year period… constantly reacting to whatever the trending thing is… that’s a recipe for burnout and regurgitating everything everyone else is making”.

This Might Be Satire

In another part of the podcast, a comment about defining the collective’s approach stood out:

“A satirical take.”

This could be a satirical take on a famous item (see: Timberland boots) or a whole category like the fashion industry (see: Global Supply Chain Telephone Handbag).

But it’s always satirical, loaded with subtle humour.

Heads Down, Bums Up

Do you ever feel like we are so focused on today that we forget about tomorrow? To steal another line from the interview:

“There’s no sense of future in culture at the moment… culture is spiralling in on itself.”

That feels so true to where the world is at right now. Daily trends are great, but only if they ladder up to something bigger. We can’t keep reinventing brands on a daily basis just because there is a funny new dance on TikTok.

Why does this matter for marketers?

It’s crucial to track what’s trending (online and offline), but you don’t have to react to everything.

And, keep looking for the thread that connects the daily or weekly trends. Sometimes there isn’t one, but when there is, that’s what should demand a pause to see if there is a bigger shift happening in culture that the brand can be part of.