Supreme

American streetwear brand founded in 1994 that exemplifies runaway selection dynamics. Supreme's box logo - a simple red rectangle with white text - commands extraordinary premiums despite having no functional superiority. Plain white t-shirts retail for $40 and resell for $400-800; a branded brick sold for $30 retail and $100+ resale.

Supreme demonstrates Fisher's runaway selection: arbitrary preference becomes self-reinforcing through cultural transmission. The preference originated in New York skate culture, was inherited through mentorship structures, gained reproductive advantage via social media engagement, and amplified through manufactured scarcity. Supreme foregoes ~$500M annually by limiting production, but this maintains the runaway loop that creates value.