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Gus van Sant
Pendleton's new indie spirit
Pendleton's new indie spirit

Can Pendleton conquer the hipster class? For many, the brand is associated with career clothes and mom jeans, with Indian blankets and plaid shirts worn by the Beach Boys. But Pendleton has been working to attract a new generation of contemporary customers for the last few years, collaborating on co-branded clothing with action-sports giants Vans and Hurley, with fashion labels Levi's and Comme des Garçons, and in 2009, with avant-garde boutique Opening Ceremony. Now Pendleton Woolen Mills, Oregon's 102-year-old, dyed-in-the-wool blanket brand, is continuing its move into the boutique fashion business by tapping into the indie cool of Portland, the city that exported...