Imogene + Willie
Nashville, Tennessee 🇺🇸
Founded in 2009 by husband-and-wife duo Matt and Carrie Eddmenson, Imogene + Willie is a pioneer of the modern American heritage denim movement. Based in Nashville, Tennessee, the brand is renowned for creating timeless, small-batch denim, vintage-inspired graphic tees, outerwear, and utilitarian workwear—all proudly made in the USA.
Named in honor of Carrie’s maternal grandparents, the company was born out of a desire to rescue traditional American garment-making from mass overseas production. The brand gained national acclaim when the founders opened their flagship retail store and working workshop inside a restored 1950s service station in Nashville’s 12 South neighborhood, allowing customers to watch pattern-makers cut and construct jeans right on-site.
Core Pillars & Production Integrity
100% Domestic Manufacturing: Every garment—from raw selvedge jeans to custom-knit cotton fleece—is cut, sewn, and finished in the United States using facilities in Nashville, Los Angeles, and across the American South.
USA-Sourced Supply Chain: The brand actively supports domestic agricultural and industrial heritage, sourcing American-grown cotton, spinning yarns in North Carolina, and utilizing heavyweight selvedge denim woven on shuttle looms in Georgia.
Signature Cuts & Craft: Originally built around two iconic rigid denim fits—the Willie (men's straight leg) and the Imogene (women's tailored fit)—the lineup has grown to encompass complete lifestyle collections built around durability, utility, and timeless style.
Brick-and-Mortar Footprint: Beyond its digital presence, Imogene + Willie operates two iconic physical retail spaces: the original 12 South gas station flagship in Nashville and a second storefront on South Congress Avenue in Austin, Texas.
By blending rugged functionality with meticulous craftsmanship, Imogene + Willie continues to set the benchmark for American-made denim. Their commitment to transparent, local manufacturing ensures that every piece is built to be worn hard, aged naturally, and passed down to the next generation.
