MSCHF is known for their publicity stunts and viral projects. In 2020, Business Insider paid a visit to their Brooklyn, New York, headquarters to interview CEO/Founder, Gabriel Whaley, and learn how the company thrives on “structured chaos.”
Recently MSCHF has found itself in their most chaotic project yet, the “Satan Shoe.” Created for Country/Hip Hop musician, Lil Nas X,” to troll his critics for living a LGBTQ lifestyle. The shoes have stirred up quite a bit of controversy among many. To help clear their name Nike has resorted to suing MSCHF for their trademark infringement of their Air Max ’97. 666 pairs were made without Nike’s consent to be customized as Lil Nas X’s “Satan Shoe.”
But this isn’t MSCHF’s first encounter with Nike and customizing their shoes. In 2019, MSCHF customized the very same shoe, Nike Air Max ’97, and named them “Jesus Shoes.” The shoe contained holy water in the soles and a crucifix with Jesus on it as a shoelace charm. MSCHF sold the shoes for $1,425, but resold on several websites for as much as $4,000.
Is Nike suing because Jesus is a more positive biblical character and Satan is not or because MSCHF has caused a lot of public scrutiny “structured chaos” making money off of their very own name?
What do you think?