Nashville-based Imogene + Willie continues to scale the Cotton Project, an ongoing initiative to grow, process and manufacture proprietary fabric within 400 miles of its headquarters.
On Saturday, the brand launched new versions of its most popular five-pocket fits, the men’s straight leg Willie and the women’s high-rise Catherine.
The cotton used for the jeans was sourced from Martin Farms in Courtland, Ala. Hill Spinning in Thomasville, N.C. managed the spinning. Stony Creek Colors in Springfield, Tenn. grew the natural indigo, and the 15 oz. fabric was dyed and woven by Mount Vernon Mills in Trion, Ga., the new home of 45 historic Draper X3 shuttle looms once belonging to the iconic White Oak Plant.
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“These styles allow the Cotton Project fabric and its story to live at the very center of our core collections and continue to grow,” the brand stated.
The jeans retail for $250-$300.
Imogene + Willie launched the Cotton Project in May, beginning with $56 black and white unisex T-shirts manufactured by Dignity Apparel in New Tazewell, Tenn. The tees sold out within days. The brand followed up a month later with natural indigo utility jeans—a homage to Mount Vernon’s workwear history.
The Cotton Project is Imogene + Willie’s first collaboration directly with farmers. Through the initiative, the heritage-inspired brand aims to provide a blueprint to “Made in USA” manufacturing that is both fair and efficient. After years of development, the brand said this program ensures the farmers are paid a premium on top of standard cotton prices and relies on the dedication of key partners helping us see through a fully traceable domestic supply chain.
“We saw our community respond to the initiative with such enthusiasm, reinforcing our desire to continue to expand upon these efforts,” the brand stated.
Imogene + Willie is in the process of doubling its next cotton purchase and tightening up processes as it continues to move forward with the Cotton Project. Jackie Berkley, Imogene + Willie’s director of people and culture, said the company is dedicated to making it ongoing program, especially since it is resonating with consumers. She said the feedback from consumers has had “the same heartbeat” as the brand.
“Folks see the Cotton Project for what it is: a long haul, a heavy lift, and a needed step forward,” she said, adding that consumers “are fired up” not just because the garments feel and fit good but because the story behind them feels authentic.
“The through line is that people feel the care, they feel the time, and they feel the choice to do it right,” she said.
