one of the core precepts of the brand is high price points, with t-shirts ranging from $300 to $1,000, and haute couture jackets priced as high as $95,000. erd consistently utilizes the business model of artificial scarcity. in this regard, all styles are sold on an extremely exclusive basis, and thus in relatively small quantities. "the price point is not only a marker of value, but intrinsically part of the piece itself," alexander remarked in a 2015 interview with the guardian. he further noted that, "no pieces are alike and everything is limited. i have no interest in making affordable pieces for the masses."