MSCHF's Our Cow Angus Project Saves Bovine from Slaughter After Two-Year Token Campaign
On March 14, 2024, a male cow named Angus was acquired by MSCHF from a farm in Upstate New York, where he was branded with their logo. In August 2024, they introduced Our Cow Angus, allowing customers to preorder burgers for $35 and a leather bag for $1,200. Buyers received an Angus Token granting access to a 'Remorse Portal' to cancel their orders. If 50% of the tokens were sacrificed by March 13, 2026, Angus would be spared; otherwise, he faced slaughter. With just ten hours remaining, Angus was saved after surpassing the required threshold. Although the initiative promised updates, only 15 were provided over 104 weeks. PETA condemned MSCHF, which was accused of prioritizing profit over meaningful commentary. Tokens could also be resold on StockX.
Key facts
- MSCHF bought Angus on March 14, 2024 from an Upstate New York farm.
- Our Cow Angus project launched in August 2024 with preorders for burgers ($35) and a leather bag ($1,200).
- Angus Tokens allowed buyers to cancel preorders via a 'Remorse Portal' without refund.
- If 50% of tokens were sacrificed by the two-year mark, Angus would live; he was saved on March 13, 2026.
- Bag tokens had 100x voting power compared to burger tokens, requiring 100 burger buyers and three bag buyers to save Angus.
- The project website provided only 15 updates over 104 weeks, with the last on July 24, 2025.
- PETA criticized MSCHF for using animals in stunts.
- MSCHF launched Applied MSCHF as a white-label studio and faced accusations of prioritizing cash grabs over commentary.
Entities
Artists
- Damien Hirst
- Andrea Arnold
Institutions
- MSCHF
- PETA
- StockX
- Phaidon
- Hot Wheels
- Supreme
- McDonald's
Locations
- Upstate New York
- New York
- United States
- Seoul
- South Korea