Palantir has quietly turn into tech’s hottest streetwear model

Palantir Technologies, the software company best recognized for its secretive government contracts, has developed an unlikely aspect hustle — attire for those who need to put on their help of America, the army and technology on their sleeve.

In 2024, Palantir began promoting merch subtly emblazoned with the company’s chevron emblem. The hats, tennis whites, T-shirts and chore coats have drawn a cult following, not just from retail traders enthused about the stock (which has skyrocketed this week), however from people who view sporting Palantir gear as a refined signal of help for American technology, national safety and innovation.

“When I see the Palantir chevron, it’s like seeing the American flag — it’s patriotism,” said Brett Krieger, a 28-year-old Tampa based accountant who has bought the company’s bucket hats and sweatshirts. “It’s like hanging a flag on their front porch.”

“When I see the Palantir chevron, it’s like seeing the American flag — it’s patriotism,” said Brett Krieger, who has purchased the company’s bucket hats and sweatshirts. “It’s like hanging a flag on their front porch.” courtesy of Brett krieger

Jesse Arm, a 30-year-old who works in Washington, DC, at a suppose tank, most not too long ago sprung for the Palantir tennis assortment.

“I genuinely want to wear clothing that signals something I’m proud of — and that is American tech prowess, national security, crushing enemies of the West,” he said.

He added, “Literally all they do is save lives. Why wouldn’t I want to rock their logo next time I’m on the tennis court?”

The merch is launched like streetwear, with limited-edition types that promote out rapidly and packaging designed to really feel intentional. The clothes is as patriotic as the company — it’s all made in America. courtesy of Palantir

Unlike more apparent political or patriotic attire, Palantir’s emblem put on is lowkey — an “if you know, you know” marker for people who perceive what the company represents — and doesn’t bear the company’s title in writing.

“Only a couple people recognize it in public; it’s a conversation starter,” Krieger said. “They make it exclusive … a community of people around the world being united through the company and created a big family.”

Since going public in 2020, Palantir has constructed a large and unusually passionate retail investor base — shareholders are drawn not only to the technology however to the company’s outspoken management.

“The packaging, the garments themselves, the cards, the stickers — everything that goes into it, the experience — I want it to be differentiated,” Eliano Younes said. courtesy of Palantir

CEO Alex Karp and CTO Shyam Sankar often take public positions on national security, AI, industrial coverage and America’s position in the world that most tech executives want to keep away from. For many followers, that willingness to talk plainly is as a lot a half of the appeal as the software.

And, evidently, it’s value paying for. The merchandise isn’t low cost: The Lightweight Chore Coat is available in at $239, the Tennis Mens Performance Polo clocks in at $89 and the White OG baseball cap is $65.

“I overpaid for it,” Arm acknowledged. “I wouldn’t pay for a designer shirt, but I would pay a premium for a Palantir.”

For him and others, it’s a approach to however in to a company whose main merchandise are constructed for governments and establishments, not particular person customers.

Jesse Arm wears a Palantir polo. “I genuinely want to wear clothing that signals something I’m proud of — and that is American tech prowess, national security, crushing enemies of the West,” he said. courtesy of Brett krieger

“Most people will never be hands-on-keyboard touching Palantir,” Eliano Younes, the man behind the Palantir merchandise, told me. “The only tangible thing they might ever touch is this merchandise.”

Younes, whose official title is Head of Strategic Engagement, has helped flip the chore coats and bucket hats into one thing more than clothes.

Shareholders are drawn to the technology itself however also to the company’s outspoken management, like its CEO Alex Karp . Getty Images

“I think of us as a lifestyle brand,” he said.

The merch is launched like streetwear in restricted version drops and usually comes with stickers and even a word from a Palantir government. It’s all made in America.

“The packaging, the garments themselves, the cards, the stickers — everything that goes into it, the experience — I want it to be differentiated,” Younes said.

While he demurred when requested about sales numbers, he’ll say they’re on the rise.

Palantir is unveiling boxing gloves as half of an America 250 assortment later this month in collaboration with Barrick Boxing, a veteran-owned Texas company. courtesy of Palantir

“The same quantity that would take like a week or two to sell out are now selling out in like an hour or less,” he famous. When the retailer launched hats last yr, “we sold over 1,000 and sold out in the first six, seven hours.”

He added, “This year, as of right now, I’ve already exceeded last year’s six-month total and then some. And I’m on pace … to increase sales by 100%.”

Later this month, the company is unveiling boxing gloves as half of an America 250 assortment with Barrick Boxing, a veteran-owned Texas company. They are also launching 500 commemorative Zippo lighters.

Younes expects all of them to promote properly.

Fans like Arm are anticipating an various to attacking the left’s regular bêtes noires — data facilities, billionaires, cops.

“It feels like right now the thing that is exciting to so many people in American politics is to attach themselves to something transgressive,” Arm said. “I understand that impulse, but for me I don’t want to performatively hate things.”

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