“I think that Austinites are, and seek out brands with authenticity and character,” said Jackie Berkley, Imogene + Willie community director.
Imogene + Willie, the men’s and women’s denim brand focused on U.S. manufacturing since it started in 2009, fits the bill.
Opening a store in Austin was a natural next step for the Nashville-based label operated by Carrie and Matt Eddmenson, Imogene + Willie founders: KP McNeill, CEO; Katy McNeill, COO; and Jonathan Krohn, creative director. Both cities are rooted in artistic communities, driven by thriving music scenes and unique small businesses. Both are popular destinations for millennials and Gen Zers migrating away from major cities to enjoy their small-town feel with big-city perks.
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The Texas capital also came with a baked-in clientele. “One of the largest factors in opening a store in Austin was that a significant number of our online sales were coming from the Austin area, so we had an established customer base in the area already. These customers don’t seem all too different from the Nashville customers,” Berkley said.
Described by McKinsey & Co. as “America’s boomtown,” the GDP of the Greater Austin metropolitan area has nearly doubled since 2010 and its population has grown by 36 percent. Austinites are experiencing growing pains, however. Berkley said the cost to live and operate a business in Austin has skyrocketed over recent years, leading to more high-end retailers that can pony up the rising rent.
“The city has sadly seen the closure of many interesting, locally run stores,” Berkley said. “I think the Austin community was very receptive to see a brand like Imogene + Willie open and represent something more locally focused.”
Imogene + Willie has found a comfortable home at 1401 S. Congress Avenue. Boutique hotels, retro restaurants, millennial-favored brands like Warby Parker, Ganni and Madewell and Austin stalwarts like Allen Boots line the pedestrian-friendly corridor.
“We had our sights set on S. Congress, but knew our space was the only location on the avenue that we’d consider moving into,” Berkley said about the converted house built in the 1930s. “The building has so much character and an outdoor space that we felt was crucial for us to build a community.”
There was just one catch: Toms Shoes occupied the 1,600-square-foot store at the time. The footwear brand didn’t have plans to leave but Berkley said they “planted the seed” and hoped it would work out to take over the space when the time came around. “Fortunately, that happened sooner than we expected,” she said.
Imogene + Willie opened in October 2022. Like its Nashville predecessor—famously located in an old service station—Berkley said the Austin store “does an excellent job of showcasing the process of breaking in denim from its raw or rigid state.” Comic book artwork and hand painted signs lines the wood paneled walls. And there are no shortages of tattered vintage rugs and prickly cati. Worn-in couches frame the midcentury fireplace. In addition to personalized denim fittings, the store offers alteration services on jeans and chain-stitch embroidery.
The Barton slim Indigo Rigid JP and the Catherine Indigo Rigid Nep are some of the store’s most frequently sold denim styles. A few pieces that are Austin-specific are preferred by locals, like the Cowboy Austin tee and the Bronco trucker hat.
The store also sells a variety of “third party” goods that are hand-selected from other like-minded businesses, Berkley said. Some products are developed in partnership like Imogene + Willie’s signature candle made with Apothia in Los Angeles. Other accessories are produced by local artisans, for instance, leather goods made by Nashville leather craftsman Emil Erwin. “His belts and trays are very popular,” she added.
Beyond sales exceeding goals, Berkley said the brand has “strived to build the local community” and has had several events with music, food, and people coming together over the year. It has a keen focus on philanthropic events where the Imogene + Willie team can rally around causes to raise funds and awareness.
“We love to share our spaces and welcome our community into it whenever possible,” Berkley said. “We sometimes invite other brands to take up residency at our shops for popups. A handful of times each year, we throw big parties with a ‘come one, come all’ attitude, where there’s typically good music, food and drinks, and friends—old and new.”
“Above all, we hope to make everyone who enters our store feel welcome and a meaningful part of our community,” she said.
This article was published in Rivet magazine. Click here to read more.