Imogene + Willie

Nestled in a cozy corner in the heart of 12 South, what otherwise looks like a worn-down service station is home to one of Nashville's most famous brands. When it comes to Imogene + Willie, the prhase "don't judge a book by its cover" has never rung more true. One visit to this premium purveyor of all things denim and you'll forget about every pair of jeans you ever owned.

           

Launched in 2009 as a blog campaign, Imogene + Willie is the masterwork of fiery husband and wife duo Matt and Carrie Eddmenson. Now practically a household name in the Nashville community, the brand was started with one mission in mind - to sew a perfect fitting jean for men and women. Sounds pretty simple right? Well, as anyone who's spent hours in fitting rooms and countless hours online knows, finding a flawless pair of denim is like striking gold.

Each and every pair sold by Imogene + Willie has been cut and sewn by hand inside their Nashville storefront using traditional methods and timeless design techniques. Don’t be alarmed if the denim feels a little tougher than normal, it’s designed to soften with time. Once you’ve “broken” them in, they’ll fit so comfortably you could practically sleep in them. And while denim is the main attraction, there's no shortage of clever graphic tees, sneaks, and hand-dyed scarves, if you're in the market for a complete ensemble.

Housed in a refurbished old gas station with patterns hanging from the rafters and vintage sewing machines clacking away while you shop, to say Imogene + Willie is charming would be an understatement. Grab lunch at the iconic Hattie B’s Hot Chicken down the road and be prepared for some life changing denim.

           

Product photos courtesy of Imogene + Willie.