MSCHF has set March 13, 2026, as the final deadline for its long-running project Our Cow Angus, a conceptual experiment that links consumer choice directly to the fate of a living animal. Born on March 13, 2024, Angus exists at the center of a system where his survival depends entirely on the actions of people who purchased tokens tied to his eventual transformation into burgers and leather handbags. With two weeks remaining, the collective confirmed that Angus stands at 32.4 percent saved, below the 50 percent threshold required to spare his life.
ART
The New York–based art collective introduced Angus in August 2024 as a philosophical extension of Schrödinger’s famous thought experiment. Instead of a hypothetical cat, MSCHF placed a real cow inside a commercial framework. The group pre-sold Angus as 1,200 burgers and four leather bags, each tied to a physical token mailed to buyers. Owners could later reverse their decision by entering a code into what MSCHF calls the Remorse Portal. If enough buyers canceled their claims, Angus would live. If they did nothing, the original outcome would proceed.
This structure turned remorse into a measurable action. MSCHF framed the project as a constructed reality where consumer regret could produce a tangible outcome, reversing a purchase in a way that rarely exists in conventional consumption. The collective positioned Angus as a living counterpoint to abstract debates around meat production, climate responsibility, and individual agency. Through this system, the cow remained suspended between two futures, alive as an animal and simultaneously pre-assigned as material.
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Over the past two years, MSCHF documented Angus’ growth from calf to adult, reinforcing the emotional dimension of the project. Updates tracked his development while reminding token holders of their role in determining his fate. The collective encouraged owners to reconsider their participation, emphasizing that Angus’ future still depends on their intervention before the portal closes.
The project has drawn strong reactions since its launch. Critics described the premise as exploitative, while others viewed it as an unfiltered reflection of how leather and meat industries already operate. By attaching a specific animal to a purchasable product pipeline, MSCHF forced consumers to confront a process that usually remains invisible.
With the March 13 deadline approaching, Angus exists within the exact condition the project set out to create. His survival depends entirely on whether enough buyers decide to undo their purchase. Until that moment arrives, he remains suspended between commodity and living being, defined by the unresolved outcome of a commercial decision.
