‘Jesus Shoes’ with actual holy water inside them sell for $3,000
By Lauren Steussy and Hannah Frishberg, New York Post, October 8, 2019
MSCHF's sneakers advert
What would Jesus wear? The sickest sneakers ever dropped, most likely.
Nike shoes with actual holy water in the soles are going for as much as $3,000 a pop, and sold out in mere minutes when they dropped Tuesday morning. “Jesus Shoes” are made with 100% frankincense wool (get it?), while the laces are strewn with a crucifix.
The godly shoes were made by Brooklyn-based product design company MSCHF, which created about two dozen of the kicks as a way of trolling “collab culture,” its head of commerce Daniel Greenberg tells The Post.
“We thought of that Arizona Iced Tea and Adidas collab, where they were selling shoes that [advertised] a beverage company that sells iced tea at bodegas,” Greenberg says. “So we wanted to make a statement about how absurd collab culture has gotten.”
To do that, it started with “one of the most influential figures in history,” Jesus Christ.
“We were wondering, what would a collab with Jesus Christ look like?” Greenberg says. “As a Jew myself, the only thing I knew was that he walked on water.”
MSCHF’s Jesus Shoes sold for as much as $3,000.
The holy water MSCHF injected into Air Max 97 bubble soles came from the Jordan River — “I have a friend in Israel,” Greenberg says — and was blessed by a priest.
Shoe drops like these, followed obsessively by rabid fans called “hypebeasts,” have become an economy unto themselves. Cash-strapped fashion fans are even turning to the underground streetwear market to make ends meet, reselling duds from the likes of Supreme and Kith.
To promote its shoes, MSCHF sent about six pairs to YouTubers and other big shots, such as rapper A$AP Rocky, prior to the drop. Then, by 11 a.m. Tuesday, it posted them on the retail site StockX.
The shoes were in no part affiliated with Nike — MSCHF bought the sneakers at retail value and hand-created the design. MSCHF anticipates making “biweekly drops at 11 a.m. on every second and fourth Tuesday of each month,” Greenberg says.
“But this one was the holiest of all the collabs,” he says.
The holy water inside the Jesus Shoes by MSCHF.
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