Making out and eating pizza with J.Crew

There is something beautiful in that. MSCHF is the rare company where being true to yourself allows you to make a comfortable living. If the MSCHF thesis turns out to be right—if taste becomes the key competitive advantage in an age where creation is cheap—then aren’t taste-based businesses the best possible outcome for the world? All you have to d... See more

As someone who’s inherently driven to develop an individual perspective on art and style, it can be humbling to find yourself blindly, emoji-heart-eyes feeling someone despite their terrible, rounded hemline shirt.

Where good taste is demure, bad taste is bawdy. Where good taste is minimalist, bad taste is maximalist. Where good taste whispers, bad taste screams: “Look! React! Feel!”

Once you go viral, the temptation is to decipher the formula for how to do it again. Unfortunately, what’s interesting is not always popular. Furthermore, trying to manufacture virality is a surefire way to create saccharine writing and, eventually, cull your own creative vision. Too often, I think we sacrifice slow, chewy art for attention. 

About ... See more

In order to make delicious food, you must eat delicious food. The quality of ingredients is important, but one must develop a palate capable of discerning good and bad. Without good taste, you can’t make good food. If your sense of taste is lower than that of the customers how will you impress them?

Chef Jiro Ono

“Hot girl food” is about a sense of romanticizing simplicity; like the act of cracking open a can of smoked fish, “hot girl food” is seemingly effortless. But of course, even the things that are portrayed to us as “effortless” require effort; this is the myth of “no makeup” makeup, or the “effortless dinner party” that can be flung together with ba... See more

The lesson here,” the artist Joshua Citarella once wrote, “is that we often don't know what the important work is while we’re making it…you may look back a decade from now and realize that the real work was actually what you were putting online.”