Protecting Viral Products: MSCHF’s Brand Protection Strategy Explained

Produced, Filmed & Edited by Aman Adlakha

This is the real story behind one of the internet’s most viral fashion drops — and the legal strategy that made it untouchable. MSCHF, the art collective known for pushing boundaries, took its Big Red Boot from meme status to marketplace dominance by securing trade dress protection in record time. In this exclusive case study, we break down how MSCHF’s legal team stopped knockoffs, built IP armor around a viral product, and set a precedent for how brands can fight back in the age of AI and fast fashion fakes.