This research focuses on brand addiction. With the use of my research, I attempt to answer why people are addicted to brands. After attempting to answer what brand addiction is, my research focuses on one specific brand, and why the resale value of the brand is so high. While brand addiction is an attempt of feeling self-worth, the uniqueness of the brand Supreme and the idea of low supply with high demand. Makes the resale market explode with almost every item being overpriced.