In late April, Palantir—a company known for its defense contracts and work with ICE—launched a cotton chore coat as the latest addition to its merchandise store. At £150, it’s an indulgent purchase, especially when you consider the jacket's utilitarian origins.

The jacket, which features a discreet Palantir logo on the breast pocket, has sparked debate online. Fashion journalist Avery Trufelman sees value in the move: 'It makes sense to me. I think it’s actually really smart of Palantir to want this, to want to be on T-shirts and to want to be something that people wear.'

Palantir's merchandise strategy is part of its broader effort to position itself as a lifestyle brand. The company has been selling various items, from t-shirts to tote bags, aimed at its devoted fan base—urban knowledge workers who work with powerful (and sometimes poorly understood) software.

Connor, a Palantir enthusiast, sees the merch as a fun way to express his affiliation. 'It’s fun to wear these items, and they’re a nod towards technology and brands I like or am associated with,' he says. Both Connor and Alex, another fan who has collected various Palantir items over the years, acknowledge that their support is partly driven by financial investment.

The chore coat represents more than just fashion; it’s a marketing exercise for a company that makes software with significant implications. By turning its fans into walking billboards, Palantir hopes to solidify its image in an era of increasing scrutiny over tech companies and their impact on society.