Palantir, one of the most powerful data companies in the world, best known for its proprietary software that helps track government information and support military operations, is attempting a new job, fashion designing. The military contractor has released a $239 chore coat, a clothing type that has been historically inspired by 19th century French laborers. The jacket style is known as “work blues,” which hid oil and dirt due to the dark blue color. Palantir’s version of the jacket comes with a black and bright blue color options.

Younes, a worker in the industry, explained that Palantir is attempting to “re-industrializing America.” Saying that by wearing branded work wear, people believe you are more down to earth.

Palantir isn’t alone in their venture into fashion. Many other brands have chosen this path too. Nvidia has also sold sportswear featuring their CEO, which is also selling for hundreds of dollars.

Many people already disapprove of Palantir’s advertising, and believe it’s being used to gain the public’s interest and to “influence Palantir’s public perception.” It makes the high-tech company

Regardless of the backlash, the $239 jacket sold out in around 15 minutes. Palantir has made it clear that they want more , but also in mainstream culture.