Tech companies are increasingly launching exclusive clothing lines as a way to build brand loyalty and shape public perception, rather than for profit. Nvidia's merchandise, including a $178 jumper featuring an image of chief executive Jensen Huang, sells out rapidly and is treated by fans almost like sports team apparel, while firms such as OpenAI and Anthropic offer similarly limited-run branded goods. Experts say deliberately restricting availability mirrors tactics used in the fashion industry to boost desirability, though the deeper motive appears to be reputation management and fostering a sense of community around the brand.

Some firms with more contentious public images are using clothing more pointedly. Palantir Technologies, which has faced criticism over its military and policing work, now describes itself as a "lifestyle brand" and says customers in more than 60 countries have bought its gear, including a cotton jacket, insisting the range is not political. Defence firm Anduril has taken a more overtly political stance, selling a hoodie reading "Rebuild the Arsenal" in support of increased US defence spending, and buyers of both brands say the controversy itself is part of the appeal.