Alex Burns

Part of what makes fall so accessible to Gen Z is that you can create content about it from inside your bedroom, with a string of orange LEDs, a hot beverage, and a few pumpkin throw pillows. Summer doesn’t offer the same accessibility: Conjuring summer on the feed means vacations (costly) or bathing-suit content (not everyone’s thing). Fall is a... See more

In early interviews with Whaley, he often talked about the internet being the magic ingredient to MSCHF: “Life is too short and the internet is too big to not make what you want.”

“That would be my advice to you as an artist as well as a man. If there’s something that’s dirty within you, you can’t just present it as is. You kind of have to turn the contradiction into something positive by sharing it with other people who might not think they have one. Sublimate those contradictions within you into art.”