Would you buy branded clothing from your favourite tech firm?

Tech companies like Nvidia, OpenAI, Anthropic, Palantir, and Anduril are selling branded clothing through limited releases and pop-up stores, a strategy inspired by high-fashion brands that increases desirability by restricting availability. These companies use clothing as a form of brand promotion and reputation management, allowing customers to affiliate with the company's values and ethos, though critics argue some firms use merchandise to redirect negative conversations into more positive ones.