One of the benefits of producing consistent creative work is that it comes with a narrative network effect: The more people who know and love the story of an object, the stronger the tie to that object becomes. For a brand like MSCHF, success might not always come from money—sometimes, it comes from products that reinforce how they want to... See more

Consumers are more visually fluent, harder to impress, and uninterested in volume. Scarcity doesn’t create desire — conviction does. You see this in the resurgence of pieces meant to endure: vintage Armani, Miyake, Versace. The question becomes: What’s worth keeping?

I’ve long admired how streetwear brand Supreme has built a brand centered around hyper-exclusivity and downtown cool, to the point where consumers are willing to camp outside their stores and crash their websites.