Palantir’s Shocking Reinvention: From Secretive Spy Tech to $400B Cult Lifestyle Brand
From Spy Tech to Swag: Palantir’s Lifestyle Brand Play Defense contractors aren’t usually cool lifestyle brands – but Palantir Technologies is determined to change that. The secretive software firm, long known for powering U.S. warfighting and surveillance programs, has started selling Palantir-branded apparel and accessories to the public wired.com. Its online store (relaunched in 2024) looks more Silicon Valley chic than military-industrial complex: a sleek black interface styled like a computer terminal, cheeky product names, and premium pricing. Among the inaugural items were $99 athletic shorts (emblazoned PLTR—TECH” down the side) and an ergonomic” nylon tote bag priced at a