Fragrance house

MSCHF

MSCHF traces its roots to 2014, when Gabriel Whaley began releasing work under the name “Miscellaneous MSCHF”; the group was founded in 2016, with later public descriptions identifying Lukas Bentel, Kevin Wiesner, and Stephen Tetreault as core founding leadership. Based in Brooklyn, New York, MSCHF operates as an art collective and creative studio whose work spans products, internet projects, fashion, technology, and cultural commentary. Its operating identity is organized around discrete drops, with satire and parody commonly used to comment on social, cultural, and economic trends. Jesus Shoes, modified Nike Air Max 97s containing water from the River Jordan, and Satan Shoes, a 666-pair collaboration with Lil Nas X, became major public milestones; the Satan Shoes release led to a Nike lawsuit that was settled through a voluntary recall and buyback arrangement. Its documented fragrance work includes the 2023 cologne Smells Like WD-40, inspired by the odor of the WD-40 product, alongside Smells Like Fabuloso. In August 2025, MSCHF launched Applied MSCHF, a client-facing creative agency extending the group’s internal creative systems into work for other brands.