On a recent press trip to Tennessee, I had a chance to stroll through Nashville’s historic 12 South neighborhood and check out a number of shops there. I’d been eating through the city, and having just eaten biscuits & country ham at the famed Loveless Cafe, I was in the mood for a little window shopping. I’d heard about Imogene + Willie from a number of friends and I actually was a confused at the location because the main designation for the store, in a restored service station, was the signature orange I+W plus sitting out front.
Imogene + Willie’s claim to fame is their signature denim line that’s proudly made in the United States. The founders of I+W previously designed for major denim labels and once that work was moved out of the country, they set out on a pace to their own thing with the help of friends who became investors and believed in what they could do. In addition to their own line, they carry products made by artisans across the country, including Otis James of Nashville, Tanner Goods in Portland, OR (I *really* want one of their camera bags, and have collaborated with Seattle’s Ebbets Field for their signature “N” hats sold in the store and online.
Imogene + Willie also is one of a handful of retail locations where you’re able to try on the full selection of Warby Parker eyewear available. You’ll still have to order online for prescription eyeglasses, however sunglasses can be purchased onsite.
Imogene + Willie recently gave a TED talk in Atlanta about their struggles & triumphs of their brand and their desire for more American manufacturing.
2601 12th Avenue South
Nashville, TN 37212