This video was triggering, not sure if we can quite say there is a “philosophy” to this brand. Found a quote that Kevin says - “If we can make people a fan of the brand and not the product, we can do whatever the f*ck we want”. Hmm? Is that really what this is all about? Creativity seem to back every decision making mschf makes and while that is a key asset, is it sheer blindness to not recognize the negative consequences of MSCHF? This video does bring up some great ideas, like build from nothing to something with the resources you have at hand, just do it. But this is a very extreme take. As artists and designers of our current times, there has to be SOME sense of awareness of the responsibility we humanity hold together towards society and the environment. I do hope that a few of the many who aspire the guests’ success and fame, do reflect on this. That impact- can be both positive AND negative.