.XYZ has always been home to creative minds and out-of-the-box thinkers from every industry. Internet famous poet KimmyWalters.xyz uses her personal site to share her professional work next to meme-worthy projects like poems based on the @Horse-ebooks Twitter. Brooklyn-based art curators have created a collection of works made entirely from blockchain tokens on FirstEdition.xyz. Our #WebsiteWednesday this week features another uber-creative .xyz adopter whose radically strange online stunts have made them a viral online phenomenon; MSCHF.xyz.
MSCHF.xyz is an experimental creative brand known for producing multiple viral products, stories, and stunts. The brand’s personal identity as an undefined creative entity is a core aspect of their work. MSCHF.xyz prefers to see itself as a brand and not a company. As founder and CEO Gabriel Whaley put it, “A brand of what? I don’t know. Being a company kills the magic.”
The MSCHF.xyz homepage lists the brand’s many viral creations for which they’re known, all in chronological order. Some of their most notable works include recreating all episodes of The Office through gifs on Slack and launching a Chrome extension that disguises Netflix in your browser to look as if you’re on a conference call. They’ve even produced customized Nike Air Max 97 sneakers with 60cc of Holy Water from the River Jordan in the sole, allowing the wearer to “walk on water.” Drake liked the “Jesus shoes” so much he wore a pair on his Instagram story.
While most of MSCHF.xyz’s creations are accessible via their website, some are only available through exclusive drops on the MSCHF app. Launching projects through an app satirizes the “hypebeast” culture surrounding sneaker and clothing drops while also functioning as a natural extension of their website. MSCHF.xyz promotes the app through the website and “restricts” access to certain projects on the homepage list. To see these creations, MSCHF.xyz requires you to have “level 2 access” which is a clever way to generate downloads of their app. MSCHF.xyz also counts down to each new project drop on the website, as well. They currently have 45 new projects ready for drops, with exact countdowns for each.
To say MSCHF.xyz has a knack for going viral would be an understatement. They’ve become so good at it they’ve made it a habit. The true reach of their viral brand is clear when looking at the scope of outlets they’ve appeared in. Many major U.S. television networks and news sites have covered MSCHF.xyz’s projects. Celebrities like Chrissy Teigen, Drake, and Casey Neistat have promoted their work as well. From tech outlets like TechCrunch and The Verge to lifestyle brands like Cosmopolitan and People magazine, it seems the world can’t get enough MSCHF.xyz. The company’s clear mission is to put out projects that have mass appeal and create cultural waves in many different interest groups. The proof that they’ve succeeded at this is in the seemingly endless major outlets who have covered them.
MSCHF.xyz’s spirit of developing new projects that cut right to the front of the cultural conversation is truly unique. They’ve shown they have a special skill in going viral with anything they do. As a standout brand looking to break rules and traditions, they couldn’t have picked a better domain extension to match their non-conforming and innovative ideology. MSCHF.xyz is a great representation of the creative thinkers who use .xyz domains and proof that .xyz adopters are shaping the future of the internet.