Pendelton Hipsters


Pendelton Woolen Mills has a pretty conservative approach steeped in their history and name. They’ve also got a somewhat secret operation going on to appeal to hipsters, with limited and semi-limited production runs ranging from t-shirts to higher fashion wear in their Portland Collection. They want to expand their market without alienating a loyal customer base. Then there’s this advertisement at Windells that features what they’re mainly known for, which is a wool semi plaid looking fabric. Bonfire’s connection? They must have used some Pendleton wool lining their snowboarding gear. So this is best of both worlds, young action sports enthusiasts and the 45 year old housewife together at last. Fire up the Cougar Life theme song. I may sound bitter, but I’m not. I’m just a little bit puzzled. A snowboard clothing company hooking up with an uptight fabric mill in the middle of an identity crisis. What better way to advertise than with a Skateboard? Actually, Bonfire has been throwing the Pipe to Pipe skateboard/snowboard contest for fifteen years now, so it does make sense after all. Unobstructed view after the jump.

Update: Pendelton wool covered Vans, thanks to Ben.



  1. These bad boys aren’t too off topic are they?


  2. Betsy on March 5, 2013 - Reply

    Here’s a wee bit of a history lesson. Pendleton has a century-old history with Native American communities and their blankets have been associated with many important celebrations within Native families. If you are really curious, here’s a link:

    In 2010, a Native-American skate company approached Vans to create a Pendleton shoe to sell at Pow Wows and Native skate competitions. It is a perfect blend of Native tradition (Pendelton) and Native contemporary culture (Native skate). Here’s another link:

    Taka Hayashi seems to have appropriated Native culture and the history between Native communities and Pendelton to fabricate some sort of hipster one off with the full cooperation of both Vans and Pendleton. Kind of disappointing that both companies decided to use a non-Native artist to appropriate Native heritage and market to a group of people who don’t care about and don’t know about Native history. It happens all the time. But that doesn’t make it cool. Or right.

  3. marek on March 5, 2013 - Reply

    i am happy they support native community of chinese garment workers allowing them to end up at my local fred meyer.

  4. I always thought the Pendelton was a surf related thing via the Beach Boys so a connection to skating doesn’t seem too crazy to me. I bought one recently because it was on sale, it was plaid and it’s winter.

  5. You’re right, Tim. They went by The Pendletones before changing their name to The Beach boys.

    • I remember hearing that in a surf documentary somewhere. Forgot about it until Tim Brought it up.

  6. krahamgoats on March 27, 2013 - Reply

    I love my Pendleton shirts but only if you can find them at a thrift store. Buying a new one will set you back $90

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