@jackson

Gabe Whaley and the team at MSCHF have spent a decade perfecting the art of going viral on a biweekly cadence. Now they've given up their own rule. I talked to him about how they got here, what they value, and what it will take to make mischief that lasts. You may know MSCHF by some of their viral shoes (Big Red Boots, Jesus Air Maxes) or their provocative art projects (a chopped up Damien Hirst, 999 forgeries of a Warhol and one real one, mixed together). But Gabe's most interesting creation is the factory that produced these and many others every other week for the last 7 years. I think this conversation will be especially meaningful for anyone interested in the mechanics of creativity, attention, and commerce. OR, for those interested in how the internet is changing us, our attention, and what we value. I'm eager to look back at this someday with another decade of MSCHF as hindsight. This was a special one! Avail on all platforms below, including transcript, and mintable on Zora and Pods.

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