Would you buy branded clothing from your favourite tech firm?

For Natalie Fratto, putting on her dark green jumper from US microchip giant Nvidia is like wearing the kit from a favourite sports team.

On the front of the $178 (£132) woollen garment is a cartoonish image of the tech company's boss Jensen Huang.

Fratto doesn't work for Nvidia. Instead, she's a fan of the company.

"I have a New Zealand All Blacks rugby jersey, and I think of my Jensen sweater in kind of the same way," says New York-based Fratto, who runs a tech start-up.

She explains that it's a representation of a team and ethos "that I am impressed by and root for", and she proudly wears the jumper in videos she posts on social media. , external

Nvidia certainly plays in the top league of global tech firms. Under Huang's leadership, it has capitalised on the AI boom to become one of the world's most valuable companies.

While it sells tens of millions of its chips per year, its clothing is far more exclusive. The lines, which also include t-shirts, hoodies and hats, are typically only available to buy from pop-up stalls at its conferences, and for very limited periods or "drops" via an online store and sell out very quickly.

And while it might seem odd that such a tech company is selling clothing, others are getting in on the act too – and also focusing on exclusivity.

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