At All Costs  UP226

In June 2021 the Brooklyn-based collective MSCHF launched a visual exploration of “flex culture” by way of its provocative clothing line, At All Costs.

MSCHF's new project takes aim at status-obsessed streetwear labels. Specifically, MSCHF is calling out companies like Anti Social Social Club, Fxxking Rabbits, and even Kanye West's Life of Pablo merch, condemning the practice of selling seemingly simple garments at inflated prices.

"The value of a product is exactly equivalent to the amount you paid for itLuxury 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".