The employer made sheet metal components for building construction materials out of rolled steel. The employee was working at the standing seam line (metal roll former machine) when the strippable wrapped around a die. The employee lifted the guard and clicked the override switch to allow the machine to continue to operate with the guard in the up position. The employee had a pendant control to jog dies and pulled the strippable with the other hand. He reached in and grabbed the strippable and hit the reverse button on the pendant control resulting in the employee's hand being pulled between two dies.