Last week during my trip through the South East of the USA I paid a visit to Imogene + Willie.
The store is situated in the old Granny White gas station on the outskirts of Nashville on 12th Street S, a cool area with nice stores and restaurants.
Matt and Carrie Eddmenson know denim. For years, this husband-and-wife team was part of a family business that was the go-to source for processed, distressed denim for the likes of RRL and Rogan. And when that business went bust in 2008, they cut out on their own, creating a line of handcrafted washed jeans (made from Cone Denim, produced on vintage looms in North Carolina) under the name Imogene + Willie. So the old Nashville gas station works double duty as their retail outpost and design and tooling studio. They also offer one-of-a-kind jeans that are made-to-order for perfect sizing and fit, hand-washed, and detailed in-house.