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Why is Silicon Valley suddenly obsessed with being tasteful?
Whether it’s Palantir selling a $239 chore coat, Anthropic taking over a coffee shop or executives walking the red carpet at the Met Gala, tech’s biggest players are pivoting to fashion to sell their brands – and attempt to appear cooler in the process
Last week, the US spy tech and data firm Palantir launched its latest “merch drop”, including a denim chore coat. “Rugged utility, enduring style” reads the website’s description of the $239 (£175) jacket, which is branded with the company’s logo on the chest pocket and comes in blue or black.
Eliano Younes, the head of strategic engagement at Palantir, told the New York Times that it was part of the company’s commitment to “re-industrializing America” – the jacket is made in Montana and recalls workwear of a previous era. “It’s not political,” he added. “It’s about people who love Palantir and are aligned with our mission.”
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