theTrendery

Grassroots Denim: Imogene + Willie

So to add to J.Crew’s current winning streak, they’ve inked another exclusive with denim brand Imogene + Willie. Say WHO? There’s good reason you don’t know them, yet. Imogene + Willie is the brainchild of Matt and Carrie Eddmenson, artists and designers that over the years developed and produced premium denim for Levis, JBrand, Replay and Girbaud, to name a few. So yeah, they know their stuff on denim. Now the lovers reside in Nashville, Tennessee and since 2009, have dedicated themselves to producing and selling the best denim and lifestyle products in the world. They live in the attic above a retro gas station which serves as their retail concept and is also where everything happens (there’s a bathtub on the patio for finishes). How’s that for homespun? While I have yet to see it with my own eyes, their website alone makes me LOVE this concept and want to buy into it. There’s also a great video that encourages you to “Wash your jeans like real people”. It’s said that when you walk into their shop, they tell you the story behind every single piece. “They make you feel like you have already worn the jean or shirt all your life, and then you realize that you will.”

So back to the collab with J.Crew. 2 Imogene + Willie jeans for men (sorry ladies) will be out at the end of August, retailing for $350 and $425. To my knowledge, I think this is the first time Imogene + Willie is going to be available to the masses (sort of), since I believe current distribution is only out of their Nashville shop. They say they want to stay small but have recently made celeb fans out of Sheryl Crow and Gweneth Paltrow. I really hope they stay small.. without having experienced the homegrown approach myself, I’m already a fan. Perhaps now is the time to take a trip to Nashville.


Imogene + Willie for J.Crew

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This entry was published on July 19, 2010 at 9:09 AM and is filed under Brands, Collaborations, Denim, Lifestyle. Bookmark the permalink. Follow any comments here with the RSS feed for this post.

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