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Palantir Wants to Be a Lifestyle Brand
Defense tech giant Palantir is selling T-shirts and tote bags as part of a bid to encourage fans to publicly endorse it.
Lifestyle brands sell products that people buy to express their identities, whether they’re Tesla super fans, Zyn bros, or Hydroflask water bottle girlies. Palantir’s current merch store appears to capitalize on this vibe change and communicate that the company is doubling down on its reputation, branding, and mission. The defense tech company Anduril, which is known for embracing working with US immigration authorities early in its history, launched a “ gear store ” shortly after Palantir relaunched its own.
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