“Eat” Musk, touch porcelain Nike, this brand is ridiculously cool


This looks like an unremarkable pair of grey skate shoes.

It will get better and better as it wears longer and longer.

The grey suede on the surface wears away, revealing bright yellow-blue-red.

It is called "Gobstomper", inspired by the multi-layered candy called "Gobstopper", so it can also be called "Candy Shoe".

This interesting design comes from a creative team that has repeatedly offended Nike and Vans, as well as spoofed Musk and Zuckerberg.

Receive a pair of semi-finished products and create or destroy it

"Candy Shoe" is co-created by Brooklyn creative team MSCHF and well-known talk show host Jimmy Fallon, priced at $195.

To get your candy shoes looking good as quickly as possible, you can wear them for skateboarding, dancing, or just walking around. If you are too lazy to open your legs, you can move your hands and go directly to the blade.

Interestingly, "Candy Shoes" is a pair of skateboard shoes, but Jimmy Fallon himself can't skate, but he tried to skateboard in Candy Shoes, and he fell bruised in the promotional photos.

This is MSCHF's unique style of humor, half-joking and slightly sarcastic, which you will become more familiar with later.

If we talk about design concepts seriously, it is to regard "destruction" and "wear and tear" as a kind of "reinvention".

As MSCHF co-founder Daniel Greenberg put it:

So many people wash their sneakers every day. We want you to break it, wear it, destroy it, which enriches it instead. It's still a good pair of skate shoes if you keep it clean, but it's just plain grey skate shoes.

DIY shoes, or customization of sneakers, has become a trend that is not surprising.

Similar to the idea of ​​wearing shoes, it is Nike's "tear and tear".

At the beginning of 2021, Nike launched the Air Jordan 5 for the Chinese New Year. The pattern similar to the firecracker wrapping paper is hidden under the translucent upper, which can be torn off with the help of small scissors. If the edge part is not torn so cleanly, artificially creating a "old-fashioned feeling" is also a unique personal mark.

Nike's Dunk, AF1, Air Max and other shoe types have released similar tear and tear designs.

In June 2021, Nike launched a new "Tear and Tear" – Air Force "1/1", which is no longer a one-time tear, but comes with a complete set of black Velcro and shoelaces, Swoosh, The heel pattern and Air Force 1 label can be replaced.

From Air Force 1 to Air Force 1/1, the name vaguely reflects deconstruction.

In addition, Nike provides members with a customized service "Nike By You" on the official website, allowing you to change a variety of colors and materials based on classic shoes. The official website also has instructional videos on design, including how to add accent colors and how to make neutral styles more comfortable. Bright and so on.

But there is no standard answer to customizing the shoe itself. As Nike said: "Some parts add creativity, and some parts are left blank to create a more self-styled shoe."

The word customization, external is self-style, internal is inspiration.

Back in 2017, Vans introduced a custom device that can emboss any pattern, photo or design onto a shoe. After users select a custom pattern, they can also adjust the size ratio, and the whole process takes less than 15 minutes.

This just returns to the original intention of the Vans brand.

In 1966, on the first day of Vans' first store opening in Anaheim, California, a consumer expressed a desire for shoes that were different from the ones on display. Paul Van Doren, one of the founders of Vans, replied, "Put the shoes you want to make. Bring me the fabric for an extra 50 cents.”

Machines make this process more straightforward and faster than humans. Brands can see what they want through extensive interaction with consumers, which will provide more inspiration for brands. Like Vans' signature checkerboard pattern, originally from kids' drawings on shoes.

Of course, DIY services can also not be provided by the brand, but truly achieve Do It Yourself.

After Balenciaga's $1,850 "tattered wind" shoes were complained, the ins account @saffycreatives gave a brain-opening DIY manual-

Get a pair of Converse Chuck Taylor All Stars, give it to a skateboarder you trust, wait patiently for the player to grind it down enough, and then write the Balenciaga logo with a marker, and you're done.

In addition, netizens with rich life experience added that an active dog or a cranky person can be used as a "replacement" for skateboarders.

In addition to Balenciaga, @saffycreatives has also posted DIY guides for Smiley Basketball, Supreme accessories, and more. You don't have to be serious about the usefulness of the guide, it's a lot of fun to get involved in spoofing.

Through DIY, we sometimes have a sense of fashion participation, and sometimes in turn ridicule fashion. DIY itself represents infinite possibilities.

Make your own shoes, starting from offending big names

The creative team MSCHF, pronounced mischief (mischief), is frequently out of the circle with "mischief"-style creativity, especially in the field of sneakers.

It is difficult for you to judge whether it is serious about making shoes, because it has too many "criminals".

In March 2021, MSCHF and rapper Lil Nas X launched a "Satan shoe", which is based on the Nike Air Max 97 transformation, priced at $1018, only 666 pairs, sold out in less than 1 minute.

True to its name, the shoe is religious: a bronze pentagram on the tongue, "Luke 10:18" on the side, 60ml of red ink and a drop of real blood (yes, you) in the Air cushion. That's right).

What's more, there is Nike's swoosh logo on the shoes, and Nike is forced to associate with religion, which is equivalent to "people sit at home, and the pot comes from the sky".

Earlier than Satan shoes was MSCHF's Air Max 97 "Jesus shoes", priced at $1,000, MSCHF injected 60 ml of Jordan River water into the air cushion, echoing "Jesus walking on water".

Whether it's Jesus or Satan, Nike wants to clear things up. Nike sued MSCHF, stating: "MSCHF modified these shoes without Nike's authorization, and Nike has nothing to do with Satan or Jesus shoes."

MSCHF does not feel that it is wrong, nor is it too arrogant. They see the sneakers as "a work of art that represents equality, inclusion, ideals," and feel they've achieved their artistic purpose, and a settlement is the best way to get out of the lawsuit so they can spend their time on a new art project.

Nike isn't the only big name MSCHF has offended.

In April of this year, the "Wavy Baby" sneakers launched by MSCHF and rapper Tyga obviously "learned" from Vans Old Skool, but with a curved outsole design on the sole, with twisted upper stitching and leather decoration, it looks like Very weird.

This pair of shoes with very distorted visual effects can really be worn on the feet. In order to achieve a distorted and practical effect, MSCHF has done a lot of trial and error, and did not forget the "disclaimer" after the release :

"When you put on these shoes, you agree to waive all claims for foot injury."

Not surprisingly, "Wavy Baby" was sued by Vans, and the US court approved a ban on the sale of "Wavy Baby".

After being sued many times, MSCHF has "learned to be good", or their rich experience of brushing the edges is also one of the sources of inspiration.

MSCHF's TAP3 sneakers are "designed to prevent litigation." Squinting, it might be somewhat similar to the Air Force 1. But after minor modifications, especially the covering of the logo with tape, it escaped the suspicion of infringement, and MSCHF also consulted their legal counsel for this purpose.

In contrast, Satan shoes, Jesus shoes, and twisted Vans are more like performance art, while candy shoes and TAP3 are carefully made and worn, at least they are cool designs. It can even be said that those performance art shoes are also carefully remodeled by MSCHF.

MSCHF co-founder Daniel Greenberg is a self-proclaimed sneaker fan, and in his opinion, the market environment for sneakers is very old:

They invite celebrities to change colors or logos, and that's it… Sneakers are a culture, the focus of a lot of things, and we want to continue to use them as an object, create our own infrastructure, and build them from scratch.

Whether MSCHF's shoes are good or not, they have no say if they don't wear them, but subversion and creativity are their creeds.

Using the Internet to satirize the Internet

Sneakers are not the only goal of MSCHF, for the Internet, art, celebrities, MSCHF also does its own artistic expression in a similar way.

MSCHF's creative projects have gone viral on the Internet, and they are all out of the loop.

In 2019, MSCHF collaborated with Internet artist Guo Oudong to auction a Samsung NC10 notebook infected with the "six viruses of the 21st century" at a price of $1.35 million. It is said that these six viruses have caused a total loss of $95 billion.

The computer was named "The Persistence of Chaos". The virus was not a "natural" infection, but was "injected" by a network security company at a cost of only $10,000.

The ports and Internet functions of this "worst computer in the 21st century" are all disabled. Its existence itself is to turn the invisible threat of the digital world into a reality, and it is a concrete tombstone of Internet history.

In May 2020, MSCHF bought Damien Hirst's print for $30,000, cut out 88 dots on it, and sold the stuff – for $480 each, leaving only 88 A painting signed by Kong and the artist sold for $126,500.

It can be said that they have realized the popularization of art. The meaning of art lies in circulation and sharing. Everyone can buy a part of the expensive artwork at a lower price, instead of letting the artwork be monopolized by a few people or simply hung on the wall.

It can also be said that this is a speculative game, MSCHF divided and auctioned the art, successfully sold the art, and made a profit. Even more ironic, buyers are selling their dots on eBay for several times the price.

In October 2021, MSCHF will copy 999 copies of Andy Warhol's "Fairies" purchased for US$20,000, all of which are sold for US$250, and 1,000 buyers will always have 1 lucky winner. The probability is better than winning the lottery much higher.

But buyers may never know if they're lucky, as the MSCHF claims "maybe an expert can identify it, but it's very difficult" and treats both originals and copies as counterfeit.

The only certainty is that MSCHF has made a steady profit of 230,000 from it. Andy Warhol himself is also a representative of art commercialization. This time the creativity can be described as superb.

Recently, MSCHF is selling $10 "billionaire ice cream" in New York and Los Angeles, and you can buy ice cream in the shape of Bezos, Bill Gates, Musk, Zuckerberg and Jack Ma.

"Eat the rich" is associated with class conflict and anti-capitalism, but $10 is also very "capitalist".

Some see it as an innocuous novelty experience, while others see the MSCHF as cashing in on people's hatred of giants.

Daniel Greenberg, co-founder of MSCHF, pointed out : "Some people like Musk, some people hate him, but the one thing in common is that they all want to try ice cream. So it's not different."

This sentence explains a lot of the phenomenon of Internet culture.

MSCHF also has a series of creative experiments, such as making "stitching T-shirts" with 10 popular brands such as Supreme, satirizing the co-branded chaos; cooperating with The Weekend to launch "Sawtooth Vinyl Records", which you can listen to on a vinyl record player Single, or really use it as a saw blade.

With a general understanding of their creative projects, you may have mixed feelings about MSCHF.

They satirize the phenomenon of the Internet, but are also beneficiaries of the phenomenon of the Internet; they make the art market active, but their behavior is also speculative.

They are indeed anti-traditional, but not necessarily too advanced. Most creative projects start from popular culture and popular brands, giving alternative expressions, but still within the framework of the public.

MSCHF is like the fun-hung mirror of the times. By deforming it, it depicts their observation of the present, and onlookers can probably know what is standing opposite the fun-hung mirror.

Controversial designs, bright ideas, sarcastic humour, somewhere in between being independent and opportunistic…these make up MSCHF.

It is easy to make people feel that it is art if it is related to art; it is also part of the trend culture to look at the trend negatively.

We don't know whether MSCHF is submissive or rebellious, serious or spoof, mainstream or niche, but it does attract most people's attention with its quirky charm. After all, Why So Serious?

Li Ruoqiuhuang, to exorcise evil. Working email: [email protected]

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