It's pronounced shit.

At the start of the covid pandemic, they even started offering toilet paper with "Schiit" on it as a joke when the toilet paper supply was so low. Looks like they still offer it. https://www.schiit.com/products/toilet-paper

edit to add:

The have a physical location they call the Schittr (shitter). They had a product called the Schiit Eitr (shit eater). They still offer the Schiit Fulla (full of shit). They really lean in on the whole shit thing.