Pendleton Woolen Mills may be best known today as one of the most popular brands for hiking and outdoors enthusiasts. But the privately owned Oregon-based company that traces its roots to 1863, actually has a rich history with the beach as well.
Case in point, the Beach Boys were originally known as the Pendletones, a name that was inspired by the Original Surf Plaid Pendleton shirts that were a staple of the 1960s surfer culture.
And now, the company is mining that history by partnering with Hong Kong-based Li & Fung Ltd. on its first line of swim and beachwear.
“We have a real connection to beach culture,” said Peter Bishop, executive vice president of merchandising and design for Pendleton. But up until now, Pendleton has only collaborated with other companies on dual-branded swimwear. That includes Hurley, Vans, Roark, Birdwell and Kith.
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And now it’s time for Pendleton to go it alone, the company believes.
“We’ve had a number of really interesting collaborations for swim and beach over the years,” he said. “But we’ve never had anything directly under our label. We’ve talked about it for years as a way to bring ourselves into another category and this great opportunity presented itself when we connected with Li & Fung.”
The line of men’s and women’s swim and beachwear will include women’s reversible one-piece suits, maxidresses and dolman-sleeve kimonos and matching shorts. For men, there will be trunks in six-inch and seven-inch inseams, and unisex hooded rash guards.
The pieces are made from recycled fibers, offers SPF sun protection, four-way stretch and moisture wicking properties, Bishop said.
All styles will be available in multiple colorways, including classic Pendleton patterns such as Century Harding, Fire Legend, Highland Peak, Nehalem and Wildland Heroes. Sizes will range from XS to XXL, and the collection will retail starting at $74.50 and topping out around $150.
Bishop acknowledged that there’s a lot of competition in the swimwear world, but he believes there’s a place for Pendleton. “The market is not void of competition, but what separates us is the color and pattern work.”
The collection will launch on Dec. 10 online, in Pendleton retail stores and the company’s catalogues. Bishop said a national department store he declined to name will carry the product this spring and Pendleton is hoping to add specialty stores on top of that.
Bishop said he believes the “market is ready for newness and innovation. As a heritage brand, we tend to be slow moving, but this will be exciting for our own channels as well as our wholesale customers.”
It also adds to Pendelton’s licensed product portfolio. Bishop said the company turns to other firms in categories in which it has no expertise such as pet products, eyewear, footwear and cotton bedding.
The partnership with Pendleton also marks the continued expansion of Li & Fung’s licensing division.
“As longtime fans of the brand, we’re honored to partner with Pendleton in pioneering the next chapter of its rich history,” said Mel Limoncelli, senior vice president and divisional head, Li & Fung Brands and Private Label. “At Li & Fung, we excel in weaving a brand’s DNA into market-leading collections, ensuring each category we develop is an authentic extension of our partners. This new collection will honor Pendleton’s heritage with sustainable styles, ageless fits and the Pacific Northwest aesthetic that has defined the brand’s iconic legacy.”
Bishop said there are no plans to expand into additional categories beyond swimwear right now. “There’s nothing on the horizon. We need to chew on what we have,” he said.
