WIRED.COM | TikTok Post Palantir Technologies, which moved from Silicon Valley to Denver in 2020, sells software that immigration authorities use to identify and arrest people, militaries use to organize drone strikes, and corporations use to manage their supply chains. Now, it also sells tote bags. Last year, Palantir relaunched an online merchandise store, and its website was recently redesigned with a swanky interface and new payment system. A mock terminal in the lower left corner displays "code" documenting each item you view. A page titled "Core Capsule" displays an assortment of sold out items, like athletic shorts with text reading "PLTR-TECH" running down the right butt cheek, which sold for $99. It also shows a puffy "ergonomic" nylon tote bag that was priced at $119, and a Palantir baseball cap that ran for $55. The site is relaunching on Thursday evening with a new merch drop. Many companies produce branded swag for their employees and clients. but what Palantir is doing feels far more ambitious: The company seemingly wants to be a lifestyle brand. Eliano Younes--the company's head of strategic engagement, who runs the merch store and posts about it frequently on X- has been explicit about this in multiple posts. But what does it mean for Palantir-a company that, in the words of one former employee, essentially sells digital "filing cabinets" to customers like Immigration and Customs Enforcement, the US Department of Defense, Heineken beer, and General Mills to be a lifestvle brand? ______

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