“I think people in Austin want brands that are authentic and have personality,” said Imogene + Willie community director Jackie Barclay.
Imogene + Willie, a men’s and women’s denim brand with a focus on American manufacturing since its inception in 2009, fits the bill.
Opening an Austin location was a natural next step for the Nashville-based label run by Imogene + Willie founders Carrie and Matt Edmenson. Katie McNeil, COO. and Creative Director Jonathan Krohn. Both cities are rooted in arts communities driven by thriving music scenes and unique small businesses. Both are popular destinations for Millennials and Gen Zers who are moving from big cities to enjoy a small-town feel with big-city perks.
The Texas capital has also attracted loyal customers. “One of the biggest factors in opening a store in Austin was that we already had an established customer base in the area, as a significant portion of our online sales come from the Austin area. The customers don’t seem that different from the customers in Nashville,” Barclay said.
Described by McKinsey & Company as “America’s boomtown,” metropolitan Austin’s GDP has nearly doubled since 2010 and its population has grown 36 percent. But the Austinites are experiencing growing pains. Barclay said the cost of living and doing business in Austin has risen in recent years, resulting in an increase in high-end retail stores that can offset rising rent costs.
“Unfortunately, the city has seen a lot of interesting locally owned businesses close,” Barclay said. “I think the Austin community has been very welcoming to a brand like Imogene + Willie opening and representing something more locally focused.”
Imogene + Willie have found a comfortable home at 1401 S. Congress Avenue. The pedestrian walkway is lined with boutique hotels, retro restaurants, millennial favorites like Warby Parker, Gunny and Madewell, and Austin’s leading brands like Allen Boots.
“We had our sights set on South Congress, and we knew our space was the only one on this street we could consider moving into,” says Barclay, who is living in a renovated 1930s-built space. I talked about the house. “This building has so much character and outdoor space that we felt was really important in building community.”
There was just one problem. At the time, Tom’s Shoes occupied the 1,600-square-foot store. The shoe brand had no plans to exit, but Barclay said it had “planted a seed” and hoped it would do well to take over the space when the time was right. “Fortunately, it happened sooner than we expected,” she said.
Imogene + Willy opens in October 2022. Like its previous store in Nashville (famously located inside an old gas station), Berkley says the Austin store “does a great job of showcasing the process of breaking denim from its raw or stiff state. “There is,” he said. Cartoon artwork and hand-painted signs line the wood-paneled walls. There are also many tattered vintage rugs and scratchy cats. A well-worn sofa surrounds a mid-century fireplace. In addition to personalized denim fittings, the store also offers jeans alterations and chain stitch embroidery services.
Barton Slim Indigo Rigid JP and Catherine Indigo Rigid Nep are some of the store’s most frequently sold denim styles. Locals love Austin-specific items like Cowboy Austin T-shirts and Bronco trucker hats.
Barclay said the store also sells a variety of carefully selected “third-party” products from other like-minded companies. Some products are developed in partnership, like Imogene + Willie’s signature candles created with Apothia in Los Angeles. Other accessories are made by local artisans, including leather goods made by Nashville leather craftsman Emile Irwin. “His belts and trays are very popular,” she added.
In addition to exceeding sales goals, Barclay said the brand has been “committed to building the local community” and has hosted several events throughout the year that bring together music, food and people. The Imogene + Willie team focuses on charitable events that can bring together causes to raise funds and awareness.
“We love sharing space and want the community to be involved as much as possible,” Barclay said. “We sometimes have other brands come to our shop for pop-ups. Several times a year, we host a big party with an ‘all come, all come’ attitude. . There is usually good music, food and drink, and friends old and new. ”
“Above all, we want everyone who comes into our store to feel welcome and a meaningful part of our community,” she said.
This article was published in Rivet magazine. Click here to read more.
