"We continually try to reinvent what we're doing for today's world and push our company forward," says E.K. MacColl, Mort's nephew and Pendleton's Men's Sales Manager. From his position, E.K. has championed the idea of doubling down on wool, a fabric particularly well suited to modern mens' needs. "It's a natural fiber, naturally odor resistant, and it keeps you warm," he says. What's changed? The feel, E.K. says. Pendleton is able to make softer wool fabric than ever before.