MSCHF Puts Your Conscience To The Test With New ‘Our Cow Angus’ Campaign

MSCHF, notorious purveyor of tongue-in-cheek products, has just announced its latest quirky concept and this time, it takes aim at the beef industry.

The brand has apparently purchased a cow named Angus, who is currently 2 ½ months old. Angus is being pre-sold to beef lovers ahead of his inevitable slaughter, which the brand estimates will occur two years from now. The sell here is that MSCHF is selling Angus as 1,200 burgers (in packs of three for $35) and four handbags that will be crafted from him later going for $1,200 each. Orders are now open to 404 people, with delivery expected in 2026. Each pre-order includes a physical Angus Token with a unique code.

“Angus lives on a farm in upstate New York, in a herd of other cows. He is free-roaming on about 300 acres of pasture and woodland,” a press release said.

Here’s the twist: The entire marketing strategy is designed to test customers’ resolve, giving them plenty of time to opt out between purchase and delivery—if they develop a conscience. If 50% of pre-orders are canceled, MSCHF will re-home Angus, with all funds supporting his new “happy cow” life. To cancel, enter your token’s unique code on the Remorse Portal at ourcowangus.com. However, canceling—or “giving up”—won’t get you a refund. The burgers represent a 1% stake in Angus, while the handbags account for 16.7% due to the material needed. Regardless of Angus’s fate, pre-orders remain non-refundable.

Read an excerpt from the “OUR COW ANGUS” Manifesto:

In our base reality, no action offsetting consumption can be taken retroactively. Angus, via the Burger Preorder, constructs an artificial circumstance in which remorse becomes actionable. When the post-purchase glow wears off and you’re staring down the barrel of 2 years of pathos-laden bovine bildungsroman you can in fact concretely reverse your consumer choice.

Visit the Remorse Portal on ourcowangus.com today to put your conscience to the test.