MSCHF's secret weapon isn't what you think

Howard Gray -

What’s the secret to MSCHF’s creative brilliance?
The Brooklyn-based collective - known for projects like Lil Nas X’s “Satan Shoes” and the viral Big Red Boots - has something unexpected up its sleeve: a curriculum.

But this isn’t the rigid, corporate kind. Instead, it’s a dynamic system for learning, brainstorming, and experimenting that’s baked into their company DNA.

Here’s how their founder, Gabe Whaley, describes it:

  • Everyone’s a creator. Whether you’re in legal, finance, or production, you’re expected to pitch ideas. The best ideas often come from people outside the typical “creative” roles.
  • They run like a school. Brainstorming sessions follow a quarterly curriculum with themes and topics to guide exploration.
  • The six-month test. Ideas are shortlisted, then left to sit. After six months, they’re re-evaluated. If they still excite the team, they’re greenlit for production.

This isn’t brainstorming for the sake of it. It’s a structured way to embed curiosity, experimentation, and learning into the fabric of their team—and it works.

Here’s the real kicker: why don’t more organizations do this? Education doesn’t have to be boring or rigid. It can be dynamic, inclusive, and deeply tied to a company’s culture and goals.

At MSCHF, the result isn’t just great ideas—it’s a thriving creative culture.

So here’s a provocation:

  • What would a “curriculum” for your team look like?
  • What if your company didn’t just train employees—but built a system to learn and experiment together?

Because the new educators? They don’t look like you’d expect