Palantir has quietly become techs hottest streetwear brand and fans are paying up for the privilege

Palantir Technologies, the software company best known for its secretive government contracts, has developed an unlikely side hustle — apparel for those who want to wear their support of America, the military and technology on their sleeve.In 2024, Palantir started selling merch subtly emblazoned with the company’s chevron logo.

The hats, tennis whites, T-shirts and chore coats have drawn a cult following, not just from retail investors enthused about the stock (which has skyrocketed this week), but from people who view wearing Palantir gear as a subtle signal of support for American technology, national security 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 purchased the company’s bucket hats and sweatshirts.“It’s like hanging a flag on their front porch.”Jesse Arm, a 30-year-old who works in Washington, DC, at a think tank, most recently sprung for the Palantir tennis collection.

“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?”Unlike more obvious political or patriotic apparel, Palantir’s logo wear is lowkey — an “if you know, you know” marker for people who understand what the company represents — and doesn’t bear the company’s name 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 built a large and unusually passionate retail investor base — shareholders are drawn not only to the technology but to the company’s outspoken lead...