Skip to main content

Satan Shoes Maker Takes Flex Fashion to Its Extreme

MSCHF, the Brooklyn art collective behind March’s controversial Satan Shoes, returned to the fashion realm Monday, this time to take on high-end streetwear brands like Fear of God and Anti Social Social Club.

Dubbed “At All Costs,” the collection invites consumers to “wear the price you pay” by printing the exact price paid directly on every item. Each of the six pieces comes in an expansive selection of prices: $0-$500 for a hoodie, $0-$400 for a sweatshirt and a pair of shorts and $0-$300 for three tees. Each dollar price is available exactly once for each item, such that MSCHF will only sell 501 hoodies, 401 sweatshirts and shorts and 300 of each of the different tees.

A “manifesto” accompanies MSCHF’s latest project. In it, the brand calls out luxury labels for selling plain white tees at massive markups—“spot the difference,” it invites consumers, placing a $680 Gucci shirt and a $1.68 Hanes tee side-by-side—as well as streetwear labels “selling essentially the same blanks with different graphics.” Anti Social Social Club, Vlone, Fear of God and Life of Pablo are all named.

“Never forget: the value of a product is exactly equivalent to the amount you paid for it,” MSCHF wrote. “Luxury brands will let you spend increasingly enormous sums for the same basic blank tee. An 800 dollar shirt doesn’t block the wind any more than a 15 dollar one, but it sure warms the ego.”

At All Costs replicates this expansive price continuum, MSCHF explained, but rather than minimizing price-signaling, it maximizes it.

MSCHF's At All Costs collection invites consumers to "wear the price you pay"

“You get what you pay for,” MSCHF added. “So wear your heart on one sleeve and your wallet on the other.”

The At All Costs website offers an easy snapshot of what prices are still available for which item, providing some insight into how much public buy-in there is to MSCHF’s concept. So far—the collection went live late Monday morning—most have gravitated toward the lower price items first. At the same time, however, many also have gone for the pricier options, with more than 60 of the 400 $300-plus items already bought.

A second collection is slated to arrive Aug. 24, according to the At All Costs website.

At All Costs marks MSCHF’s first fashion product since Nike sued it for selling retooled Air Max 97s as so-called “Satan Shoes.” The litigation ended just weeks after the brouhaha started with MSCHF agreeing to take back any sneakers it sold at full price should consumers decide to return them.