It’s In The Jeans
Some people choose jeans based on what they do for their backside. Others select denim based on its backstory. If you belong to the latter camp, you may have already heard about Carrie and Matt Eddmenson’s Nashville-based brand Imogene + Willie. Born in 2009, after Carrie’s family shuttered a decades-old company that developed washes and finishes for some of the biggest names in the business—Levi’s, Double RL—I+W specializes in hand-sewn selvedge jeans and a semi-custom fit policy at its 12th Avenue South store courtesy of an in-house “denim whisperer” named Rhett.
Gwyneth Paltrow, who discovered the shop while filming Country Strong, put Imogene + Willie on the global map when she mentioned the label on Goop. But the Eddmensons weren’t in a rush to capitalize on the good press. “We strategically didn’t wholesale until now because we wanted to have physical contact with every person, and therefore every jean, that was purchased during our first two years,” Carrie told Style.com. “Those first 10,000 people were super-special because they helped us develop our fits.”
Some of those 10,000 folks can be seen in Love Fades, a new limited-edition book by the photographer Joshua Black Wilkins. The portraits, which were taken over the course of four sessions outside the 12 Avenue South store, feature fans of the brand wearing their I+W denim. As you can tell by the pics, these jeans are definitely good for your backside, too.
Imogene + Willie denim is now available at Steven Alan in New York and on www.imogeneandwillie.com. Signed and numbered copies of Love Fades can be preordered for $150. See Lovefadesiw.tumblr.com for more information.