Just in time for the holidays, artist collective MSCHF is releasing a giant, 930-calorie, $19.99 fruit loop.
, a Brooklyn-based group of artists, is no stranger to headlines documenting their provocative, irreverent releases. Most recently, they operated an ATM at Art Basel Miami Beach that displayed a public leaderboard of users’ bank balances, ranked from highest to lowest. Their previous projects have also played with modifications of “ready-made” items – like the unofficial Nike shoes they released in collaboration with Lil Nas X, which triggered a lawsuit and recall.
’s co-founder, told CNN that an extremely limited number of the huge loops will be released – and he expects they’ll sell out quickly. The project was a natural extension of the group’s ethos, according to Greenberg. “We look at things in culture and figure out how to make a twist on it,” he said. “Cereal was definitely, you know, one of these cultural readymades in our mind. You could go anywhere in the world and show it to someone and they would know what it is.
is fundamentally an art project that caters to collectors. They’re not trying to compete with Kellogg’s – and although the product packaging shown on the website is clearly riffing a real box of Fruit Loops, it also includes and we were not involved in the creation of the Big Fruit Loop. The campaign does not accurately depict the Kellogg’s brand,” said Bahner in the statement. “Given the trademark infringement and unauthorized use of our brand, we have reached out to the company seeking an amicable resolution.” Because of