Palantir Technologies, the controversial data analytics firm known for its government contracts, is making waves beyond the tech world by launching a merchandise store that’s part brand statement, part lifestyle flex. The company, which has long been a polarizing player in Silicon Valley, is now selling everything from athletic shorts to tote bags, all branded with their distinctive aesthetic.

Beyond just selling clothing, Palantir seems to be crafting a narrative about its identity. CEO Alex Karp’s signed note card included with merchandise reads like a manifesto: “The future belongs to those who believe and build. And we build to dominate”. This aggressive branding reflects the company’s unapologetic stance toward its work with military and immigration enforcement agencies.

The merchandise isn’t just about fashion, it’s a symbolic representation of what Palantir sees as its core values: Western ideology, pro-military sentiment, and a commitment to “problem-solving”. With items like a black shirt featuring a globe-like graphic and the Palantir logo at its center, the company is literally and figuratively positioning itself as a global influencer.

Interestingly, the merch store isn’t about generating significant revenue. Eliano Younes, the company’s head of strategic engagement, has explicitly stated that the goal is to break even. The products, all marketed as “Made in the U.S.A.,” come with a premium price tag: athletic shorts at $99, an ergonomic tote bag at $119, and a baseball cap for $55.

Palantir’s fan base, primarily consisting of tech enthusiasts and stock market watchers, has embraced this brand expansion. With over 109,000 members in Palantir-focused online communities, the company has cultivated a dedicated following that sees purchasing merchandise as a way of signaling alignment with the company’s mission.

As tech companies increasingly embrace military contracts, Palantir’s merchandise strategy seems perfectly timed. By transforming corporate swag into a statement of ideological commitment, the company is doing more than selling clothes, it’s selling a worldview.