Tag Archives: Levi’s

Excerpt: Collectors Weekly on Pendleton clothing’s business practices

“The time when Pendleton came into existence, the 1900s, was the all-time low for native communities,” Metcalfe says. “This is at the height of the reservation era, when we were confined, we were essentially prisoners on these small plots of land. But in that same breath, while our cultures were under threat from this outside force, that’s when we turned internally to protect what we had, and we also get some of the most beautiful beadwork and most beautiful jewelry coming out of that period of great stress.

“Connected with that great assimilation movement was the height of collecting. The late 1800s was when a lot of our stuff left our communities. On the one hand, you have this push for trying to absorb or get rid of ‘The Indian Problem.’ Then, they were taking all of the items that embody that culture, to collect them and put them in museums and claim ownership on them.”

In the 1970s and ’80s, top American designer Ralph Lauren became enamored with Navajo rugs, Plains beadwork, and Apache pottery. He launched his Santa Fe line of clothing featuring concha belts, petticoat skirts, “Indian patterned” sweaters, and blanket jackets in 1981 as another defining aspect of American culture. In the 1990s, the Pendleton and other Native American-inspired designs swelled in popularity again with the return of “Southwest” style and rise of “new country” music.

In recent years, Pendleton has been going to town with collaborations using the iconic Indian trade blanket patterns. It had sold these patterns to Vans, famous for making skateboarder shoes; produced high-fashion lines with Manhattan couture company Opening Ceremony; and it is even offering products through Urban Outfitters. With Levi’s, Pendleton launched a line of jean jackets and cowboy shirts called Navajo Cowboys, hiring Navajo rodeo champions like Monica Yazzie as models.

– From “Why the ‘Native’ Fashion Trend Is Pissing Off Real Native Americans,” by Lisa Hix