We don't care." MSCHF has had to shut down controversial projects in the past, but is still committed to making one-of-a-kind products. "If we can make people a fan of the brand and not the product, we can do whatever the f-k we want," Greenberg, the head of commerce, told Insider. To the MSCHF team, the only opinion that matters is theirs, and their only goal is to get people to notice them - whether that attention is negative or not. However, Whaley told Insider he's not worried about the sustainability MSCHF's current way of business, and how the company can continue to scale. His work landed him a brief stint at BuzzFeed in 2013, but he left after a year when the department he worked in was shut down.
Whaley is quick to share that the roof leaks when it rains and the heating isn't great, and takes pride in showing off the inside of the single-stall bathroom filled with graffiti and artwork.īefore MSCHF, Whaley was a West Point military academy dropout who was already heralding goofy viral projects on his own, such as an app that was essentially Tinder for airplane travelers. The "conference room" is a tiny loft located up a flight of stairs bearing a sole plastic chair. The space is dingy, with cult-classic movie posters on the walls and tables covered in loose papers and partially unpacked MSCHF products.
Insider visited the headquarters of MSCHF in December 2019, located at a nondescript address that blends in among the warehouses peppered throughout Brooklyn's trendy Williamsburg neighborhood. We're making light of how much everything sucks." The Brooklyn-based startup MSCHF is head by a former BuzzFeed employee who describes his employees as 'fans of mischief.' "We're not here to make the world a better place. "Our perspective is everything is funny in a nihilistic sort of way," Whaley said. It often indicates a user profile.īut for Whaley, the lack of continuity is the point: As long as the team can figure out the resources to create and launch a product, "nothing is safe." Account icon An icon in the shape of a person's head and shoulders.
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