The Great PNW Inc. is on track to have its best year yet, as the Spokane-based apparel company continues to focus on improving company culture, expanding proven product lines, and increasing marketing reach, says owner Joel Barbour.

Known for its Pacific Northwest-themed clothing and accessories, The Great PNW transitioned its 20-person staff to a 32-hour, four-day workweek two years ago, says Barbour, a 2020 Journal of Business Rising Star. Despite the reduced hours, Barbour says he pays his staff for a full 40-hour workload each week.

“I’ve always wanted a 32-hour workweek,” Barbour says. “It took just some moving around and a set of new expectations.”

The transition has paid off, he says. Barbour declines to disclose the company’s exact projected annual revenue but says it’s “in the millions.” In 2023, when Barbour was named a People of Influence honoree by the Journal, The Great PNW was bringing in over $1 million in annual revenue.

After nearly 15 years operating the company, Barbour says he has learned how to pursue growth while creating more predictability in the business. Instead of introducing entirely new collections each season, Barbour says The Great PNW now focuses on expanding successful product lines, improving financial oversight, and increasing its marketing reach, which often means he appears in videos and promotional content to connect with customers.

“We used to reinvent the wheel every season,” Barbour says. “It’s really stressful, and then, why are we spending all our time and money doing this? This already worked really well. … Let’s not stop doing that.”

The Pacific Northwest theme, with its trees, rivers, and lakes, has proven to generate interest not just regionally but nationally. The company ships items nationwide daily, he says.

The bulk of the company’s sales coming from its online platform and flagship store in Kendall Yards, at 1098 W. Summit Parkway.

With the Pacific Northwest theme as its base, the company is able to take on fun partnerships, Barbour says. In June, The Great PNW celebrated a 10-year partnership with Rainier Beer, which originated in Seattle. Over the past decade, the company has designed and sold Rainier Beer-themed graphic tees, socks, hats, and more.

In 2024, the company launched its Smokey Bear collection, giving 10% of all proceeds to benefit the Smokey Bear Fund for Wildfire Prevention Education. This upcoming holiday season, the company will partner with the Seattle Seahawks for the third year, he says. The professional football team's pro shop sells more technical sports-themed items, Barbour says, allowing The Great PNW to offer more casual Northwest staples such as flannels and tees.

“We went through their pro shop, and it was easy to see what areas were missing,” Barbour says. “We start with our homegrown silhouettes and tweak them for different collaborations.”

Not all collaborations have been successful for The Great PNW, however. When the Journal last caught up with Barbour in 2022, he had teamed up with local entrepreneur Pete Taylor, the co-founder of Spiceology Inc., to launch a snack and beverage company dubbed PNW Provisions LLC. Barbour licensed the brand to another company with the impression that they had a plan in place to manufacture and distribute the product. The venture dissolved after the company struggled to establish distribution channels. Regardless of the loss, Barbour says he learned a valuable lesson.

“I guess they got the cart before the horse,” Barbour says. “It was a bit of a mess, but a lot of learning. I think maybe just don’t hand over the keys.”

Now, he is focused on apparel and growing The Great PNW.

“I’ve always said this: if I’m still doing this in five years, I’m pretty stoked,” Barbour says. “Do I see us being twice the size? Most likely.”

Started through a Kickstarter campaign in 2012 and formally established in 2013, The Great PNW is based at 519 N. Sycamore, in Spokane’s East Central neighborhood. The company's 12,000-square-foot facility is divided into two arms, Barbour says. Separated by a 100-foot wall, one side includes the company's office and retail team, and the other side holds the company's printing partner, Bison Printing LLC, which is also owned by Barbour.