Comment on ‘A million dollars in 30 seconds’: Inside Mschf’s unapologetically viral art machine

‘A million dollars in 30 seconds’: Inside Mschf’s unapologetically viral art machine

The Brooklyn-based art and fashion collective has captured the attention of gallerists, hypebeasts, venture capitalists, and marketers. And it couldn’t care less. A WD-40 cologne. Nike Air Max sneakers filled with blood. A Fruit Loop as big as your head. Everywhere I turn in this garage that’s been half converted into an office, I see objects that look like they belong in a Hot Topic managed by a MoMA curator on acid.

 

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