Tech Firms Cash In on Branded Clothing Craze
Nvidia's clothing lines have been selling out quickly, bought by fans of the tech giant. The lines include items such as t-shirts, hoodies, and hats with Nvidia's logo or its CEO Jensen Huang's image on them. For Natalie Fratto, wearing one of these garments is like wearing a jersey from her favorite sports team.
Nvidia is not alone in selling branded clothing; other tech firms like OpenAI and Anthropic are also doing the same. However, they limit availability to create exclusivity, which according to Professor Hazel Clark, elevates desirability.
The tech industry's move into fashion is seen as a way for companies to promote their brand and reputation management. US software firm Palantir Technologies has faced criticism due to its work with the military and police. Since launching its own clothing range last year, Palantir now calls itself a 'lifestyle brand'.