OpenAI has unveiled its first public merchandise store as part of its 10-year anniversary celebration, offering fans a rare peek into the company’s culture and internal vibe. The "OpenAI Supply Co." site, accessible via a link shared on X (formerly Twitter), features 10 items for sale, with dozens more archived from past designs. While the store is currently limited to those with a company email for login—suggesting it was originally intended for employees—the public now has access to a curated selection of swag. The launch quickly gained traction, drawing over 3,000 likes within just 15 hours and selling out multiple sizes of tees and sweatshirts almost immediately. Fans who aren’t extra small or small may have missed their chance—availability is tight across most apparel. The merchandise lineup reveals much about OpenAI’s identity and ambitions. Among the standout items are five Pokémon-style trading cards featuring AI milestones and models: Sora 2 ("shape-shifter"), GPT-5 ("two worlds, one model"), image generation ("huge" wow factor), Sora ("sci-fi"), and the OpenAI Blossom ("back and better"). The inclusion of these collectibles reflects a playful, almost nostalgic branding approach, even as the company grapples with serious questions around AI safety and control. The site is heavily themed around AGI—artificial general intelligence—the long-term goal that drives much of OpenAI’s mission. One shirt reads, “AGI that benefits all of humanity,” a direct quote from the company’s founding charter. The employee login page even suggests the email [email protected], underscoring the central role of this vision in the company’s culture. Hats and caps offer further insight. There are Sora-themed beanies and baseball caps labeled “research,” one with the phone number 1-800-CHATGPT—still functional and a nod to the chatbot’s public persona. A camo-print cap with “OpenAI” in red letters has drawn attention for its resemblance to the popular Harris/Walz political hat, a design that has since become a cultural reference point, especially after being associated with Chappell Roan’s fanbase. Other caps include one with silver flames, evoking early 2000s aesthetics, and another with “SF” emblazoned on it—firmly anchoring OpenAI in San Francisco. The most recent addition, released in September 2024, is the “Thinking deeply” cap, which honors OpenAI’s reasoning model. Its design bears a striking similarity to Anthropic’s “thinking” caps, which launched a year earlier and quickly became status symbols among AI enthusiasts. This trend of branded caps and tokens—like Cursor’s tab keys and OpenAI’s DevDay plaques—has become a way for insiders and fans to signal affiliation with the AI revolution. The new merchandise drop may do the same, turning a simple crew neck or hat into a badge of belonging. The move follows months of fan demand. Developer Tibor Blaho had previously posted fan-made designs on X, urging OpenAI to open the store publicly. Just 30 minutes before announcing the anniversary, OpenAI responded with the link and an eye emoji—confirming the long-anticipated shift from exclusive employee access to public availability. For now, the Supply Co. remains a small but telling window into OpenAI’s evolving identity: part tech lab, part cultural movement.