What Imogene + Willie is known for

Nashville denim label founded in 2009 by Matt and Carrie Eddmenson, who converted a 1950s service station in the 12 South neighborhood into a combined retail shop and jeans workshop; the name honors Carrie's grandparents.

Imogene and Willie was founded in 2009 by husband-and-wife team Matt and Carrie Eddmenson, who converted a 1950s gas station in Nashville's 12 South neighborhood into a combined retail store and production workshop. The brand's name combines the first names of Carrie Eddmenson's grandparents - Imogene, her grandmother, and Willie, her grandfather. It launched with two core fits, the women's Imogene and the men's Willie, built around a stated mission of making the best pair of USA-made jeans, and is widely credited with helping establish Nashville as a denim destination.