There’s a difference between swag and merch. Swag is the cheap, forgettable stuff, often rushed before a conference. Merch, when done right, is intentional and increasingly central to the brand experience.
Perplexity is a perfect example. Their new line of wearables is a statement, a story, and a cultural signal.
The Perplexity Supply Aesthetic
Visit the Perplexity Supply site, and it feels less like shopping for startup swag and more like browsing a curated streetwear collection. Fonts reminiscent of Apple’s “Think Different” Garamond, earthy tones evoking brands like Thirteen Studios, and the streetwear sensibilities of Brain Dead come together to create something fresh yet familiar. These garments aren’t made to promote the brand—they’re made to spark curiosity and build affinity.
The designs themselves capture Perplexity’s vibe. Whether it’s a clean “Know it All” hat or a hoodie that wouldn’t look out of place in a Sporty & Rich lookbook, each piece feels thoughtfully designed. These are the kinds of clothes you’d wear to lunch with friends on the weekend. They’re understated yet effortlessly cool, blending seamlessly into streetwear culture while subtly nodding to the AI-powered search startup.
Beyond Apparel: Creating a Lifestyle
Perplexity’s bold embrace of brand experimentation and storytelling makes it truly stand out in a market where many brands play it safe. For their brand experience designer, Phi Hoang, every design is guided by a single question: does it spark curiosity and wonder?
This philosophy shapes their visuals, which are creatively consistent and central to their success. One week, their imagery leans retro-futuristic; the next, it’s a surrealist composition of floating panels. Each piece is an invitation to explore and learn.
This same ethos carries into their merch, where every garment and accessory becomes a doorway into the brand’s larger narrative. The team’s willingness to experiment and adapt keeps audiences engaged while staying true to their mission of inspiring curiosity.
The Power of Craftsmanship
Creating Perplexity’s merch wasn’t an easy task. The process involved sourcing inspiration from personal favorites, prototyping with manufacturers overseas, and iterating tirelessly to achieve the right blend of quality and aesthetic appeal.
Phi describes the journey as deeply iterative, a process of constant experimentation that mirrors the company’s approach to its brand. From embroidery placements to fabric choices, every detail was deliberate, guided by the goal of creating something timeless—a wearable reflection of Perplexity’s values.
From Signal to Community
When people wear Perplexity merch, it signals a shared belief in curiosity and a connection to a brand that is redefining search. The Twitter buzz around their “Know It All” hats and other pieces reflects this. These products have become cultural artifacts. Much like the blue “Doing Things” hat from Outdoor Voices, they’ve become conversation starters, a shorthand for shared identity and values.
Phi’s creative philosophy is to let visuals evoke feelings of curiosity and wonder. This work resonates because every design decision is an opportunity to tell a story. Perplexity has turned their merch into something far greater: an integral part of their brand’s identity and a tool for connection.
Lessons for Startups
Perplexity’s success offers a blueprint for others:
Evoke Emotion: Design to spark a powerful connection with your audience.
Invest in Quality: Great merch requires time, resources, and craftsmanship.
Experiment Fearlessly: Use your brand as a sandbox for creativity. Test, iterate, and discover what resonates.
Build a Universe: Move beyond the logo to create products that fit into a larger narrative.
Startups that follow these principles will create experiences that people want to wear, share, and celebrate.
UPDATE: Perplexity has expanded their offerings to include coffee and branded mugs, deepening its connection with users’ everyday rituals.
✌🏽SR