Pendleton Woolen Mills to recreate a blanket popular during the period — the archival Serape blanket — down to even re-creating labels that were in use during that point in the company’s history but which have long since been discontinued. And in addition to the Serape, the film includes dozens of Pendleton blankets from Friedman’s collection. It’s not the first time Pendleton products have made a splash in popular culture. The company’s downtown headquarters includes a small museum dedicated to the history of the brand, including stills from the 1998 Coen Brothers cult classic The Big Lebowski, for which actor Jeff Bridges largely dressed himself (though he has said the Pendleton cardigan he wore in the film was provided by the costume department — but he kept it after the production ended). And in the 1960s, a fledgling rock band called itself the Pendletones in homage to the wool shirts that were popular among surfers who needed to stay warm on chilly mornings and evenings coming to and from the beach. The band quickly rebranded as the Beach Boys, but the shirts they wore in early publicity photos are still produced by the company. Pendleton isn’t Oregon’s largest manufacturer, but it might be the best-known Oregon brand. It’s been in business as Pendleton Woolen Mills for 114 years and is run by a family that, this year, celebrates 160 years of weaving wool in Oregon. “We’re not owned by venture capitalists, where you swing for the fences, and if you get a homer, great, and if you strike out, too bad. We’re not trying to be a tenbagger,” says CEO John Bishop, referring to an investment that returns 10 times its purchase price. “We’re just trying to grow our business profitably over time.” Pendleton CEO John Bishop at the company’s flagship store in downtown Portland 27
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