McDonald’s, which is almost 70 years old and not known for being particularly exclusive, launched a campaign surrounding its new chicken sandwich with a site called. The idea of “drops” isn’t exclusive to streetwear. (Nike was not involved in the making of the shoe and later sued MSCHF.) Despite the shoes retailing for $1,018 and there only being 666 pairs made, they sold out in under a minute. Lil Nas X broke the internet in March when he partnered with art collective MSCHF to release a pair of shoes in conjunction with his new song, “MONTERO (Call Me By Your Name).” The Nike Air Max 97s used for the collaboration-named “Satan Shoes”-featured a drop of real human blood and accents like a pentagram charm. In the first half of this year, several standouts gained massive attention for, shall we say, their “unconventional” projects. Now more than ever, brands are cashing in on their ability to garner devoted followings by using scarcity and to-die-for experiences. Our editorial team is independent and only endorses products we believe in. If you purchase through our links, we may receive a commission.
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