True grit: Pendleton for Levi’s Workwear
By Jake Flanagin, December 11th, 2010
Levi’s brand announced in early November the launch of a third collection in their much-talked-about Workwear series. The series celebrates the integral, American heritage of Levi Strauss & Co., accented by one-of-a-kind collaborations with characteristically American brands, such as the iconic Pendleton Woolen Mills.
The combination of sturdy, Levi’s denim with Native American-inspired Jacquard prints from Pendleton conjure up images of the Old West and a sense of true, American, pioneering spirit.
“The idea behind our partnership with Pendleton was to leverage the ‘best‐in‐breed’ aspects of both brands,” offers Carl Chiara, director of Men’s and Women’s Brand Concepts for the Levi’s Brand, the Americas. “We started in the Levi Strauss & Co. archives, hand‐selecting an assortment of styles from the past. From there, we re‐imagined each piece, utilizing the functionality and beauty of Pendleton’s superior, woven‐in‐America Umatilla wool. The resulting collection offers a fresh aesthetic, with each style retaining an authenticity that is bolstered by a thoroughly modern fit and constructed with time‐honored technique.”
The collection includes the ever-popular Levi’s trucker jacket, with a Pendeltonian twist. Workshirts and, of course, denim pants, are similarly infused with a symbiotic blend of pragmatic style à la Levi’s, and Pendleton’s nostalgic aesthetic. The collection completed with a limited edition set of wool blankets in the custom Levi’s jacquard print.
Jim Buckner, manager of Pendleton’s Menswear division adds, “The combination of Pendleton and Levi’s brands is a match unlike any other. Throughout the last century, these two brands have contributed to the spirit of the West in their own ways. We’re both proud companies with deep roots and a profound respect for quality and craftsmanship. Coming together to offer this collection is a celebration of a shared history and a collective future.”
Undoubtedly, America’s (and the world’s) sartorial community eagerly awaits further fraternization between our favorite, American brands.