imogene + willie

Clothing store · 8th South

imogene + willie

Clothing store · 8th South

4

2601 12th Ave S, Nashville, TN 37204

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imogene + willie by Google
imogene + willie by Google
imogene + willie by Google
imogene + willie by Google
imogene + willie by Google
imogene + willie by Google
imogene + willie by Google
imogene + willie by Google
imogene + willie by Google
imogene + willie by Google
imogene + willie by Google
imogene + willie by Google
imogene + willie by Google
imogene + willie by Google
imogene + willie by Google
imogene + willie by Google
imogene + willie by Google
imogene + willie by Google
imogene + willie by Google
imogene + willie by Google
imogene + willie by Yelp
imogene + willie by Yelp
imogene + willie by Yelp
imogene + willie by Yelp
imogene + willie by Yelp
imogene + willie by Yelp
imogene + willie by Yelp
imogene + willie by Yelp
imogene + willie by Yelp
imogene + willie by Yelp
imogene + willie by Yelp
imogene + willie by Yelp
imogene + willie by Yelp
imogene + willie by Yelp
imogene + willie by Yelp
imogene + willie by Yelp
imogene + willie by Yelp
imogene + willie by Yelp
imogene + willie by Yelp
imogene + willie by Yelp
imogene + willie by Yelp
imogene + willie by Yelp
imogene + willie by Yelp
imogene + willie by Yelp
imogene + willie by Yelp

Highlights

Imogene + Willie is a chic Nashville boutique specializing in high-quality, American-made jeans and shirts, where skilled staff ensure a personalized fitting experience.  

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2601 12th Ave S, Nashville, TN 37204 Get directions

imogeneandwillie.com
@imogeneandwillie

$$$

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2601 12th Ave S, Nashville, TN 37204 Get directions

+1 615 292 5005
imogeneandwillie.com
@imogeneandwillie

$$$

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Feb 19, 2025

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@onthegrid

"Imogene + Willie has quickly become a Nashville staple. The Kentucky couple left their family’s denim factory and started their Nashville business in 2009. Named for their grandparents, you will find their flagship brick and mortar store in a refurbished gas station in the heart of 12South and it’s worth popping in. The beautiful storefront carries souvenirs, quality denim, hip clothes and a touching story. Beware, wandering the neighborhood, you’re sure to see plenty of their patrons sporting i+w jeans with the signature “+” stitched on the seam. (Slick pics care of Justin Chesney.)" - Peck & Company

On the Grid : Imogene + Willie
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@afar

"Imogene + Willie, Nashville Imogene + Willie offers classic clothing and boots, but the real draw is denim. Practically a shrine to jeans, the boutique has patterns hanging from the rafters, and vintage sewing machines rattle away as you shop. Select your favorite cut, and a tailor will custom-fit a pair on-site. 2601 12th Ave. S., (615) 292-5005. This appeared in the October 2013 issue."

A Perfect Day in Nashville
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@goop

"Hailing from Henderson, Kentucky, Matt and Carrie Eddmenson—childhood friends and now a married couple—worked together in Carrie’s family business, developing denim collections for brands like Rogan, Earnest Sewn, Seven, J.Brand, etc. They moved to Nashville in May 2009 and opened a magical store that we were lucky to visit. The store sells handpicked denim from select brands like A.P.C., choice vintage pieces like cowboy leather jackets and boots, scarves hand-dyed by Carrie’s brother in India, and Imogene + Willie brand bespoke jeans, made of tough denim that you have to work into. After a few months, they guarantee you will have a soft pair that fits you and only you and bears the marks of your wear. (For the less hard-core denim buyers, you can also purchase a pre-softened, pre-“lived-in” pair.) "

The Nashville Guide
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@onthegrid

"Imogene + Willie, 12South by Peck & Company. Imogene + Willie has quickly become a Nashville staple. The Kentucky couple left their family’s denim factory and started their Nashville business in 2009. Named for their grandparents, you will find their flagship brick and mortar store in a refurbished gas station in the heart of 12South and it’s worth popping in. The beautiful storefront carries souvenirs, quality denim, hip clothes and a touching story. Beware, wandering the neighborhood, you’re sure to see plenty of their patrons sporting i+w jeans with the signature “+” stitched on the seam. (Slick pics care of Justin Chesney.)"

Nashville
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Brad Vanderson

Google
I absolutely love this store. I bought my first pair of jeans from them in November (the Charlie in a dark rigid salvage denim) Those jeans have quickly become my everyday denim, but I also wanted a lighter wash. So I recently returned and bought the Barton in a medium wash salvage denim (I love the look of these). Both times, the customer service was incredible… friendly, attentive associates, great tailoring on the jeans after purchase. Just an overall fun experience with an incredible product.

Cassidy Allen

Google
Imogene + Willie has been on my must-visit list for months & on our most recent trip to Nashville my husband & I made it happen! Nicole & the entire staff were WONDERFUL; informative, knowledgeable, friendly & welcoming…even to our pup. Their products are equally as impressive, & we will be back for more…there’s something for everyone.

Andrew Violette

Google
Every once and a while you find a small business that just does it right. Imogene+willie sells quality clothes that are made in America. I've bought three pairs of their jeans and several shirts. The quality of the material on all items is top-notch and durable. If you are planning on buying from them, I would suggest that you try on and not rely on your normal sizing to be a guide. I'm 6', 185 and normally wear a medium shirt, but sometimes the shirts are too short and a couple of the shirts I own from them are XL. Same with the pants. I own a pair that have a 32" waist (where I normally am around a 33") and I own a pair of their pants that are a 35" waist. They'll tailor them and adjust them for you for free, so it's definitely worth it to go into the shop.

Zach T.

Google
i+w has an incredible thing going. between the quality of their denim, the commitment to local materials, and the genuine care that the employees have, they’ve earned a lifelong customer in me. I had just bought another couple things online and one incorrect item was sent instead of another, and they could not have been kinder or more helpful on the phone. they’re such amazing people - thank you!!!

Sam Stallings

Google
Comically pretentious staff that could be used as the basis for a portlandia sketch. If spending $300+ on a pair of jeans while being treated like a moron is your idea of a good time, you are in luck. I suppose for some people humiliation is part of the fun. I won't judge your proclivities. On a more positive note, they did an impeccable job with their holiday gift wrapping.

Natalie B

Google
Not impressed with the customer service experience I had in regard to having UPS shipping instead of usps. This company only uses usps, unless the customer wants to pay extra (which you are already paying hundreds) I decided not to purchase with them. Pretty petty of them and is just a reflection of the quality IMO.

Bartek Shaarani

Google
Great little clothing store. The staff were very friendly and extremely helpful. I often have trouble finding jeans that fit the right way, and they took the time to get me to try several different types, made sure they were all fitting properly, listened to what I did or didn't like and guided me to some great options. Very recommended if you're looking for jeans or shirts.

Will Fox

Google
Glad I finally made it to the HQ! Been a fan of the brand for a long time. Incredibly friendly staff and a beautiful store. Make sure you swing by when visiting Nashville.

Isaac A.

Yelp
For starters this store is amazingly well put together and beautiful. All of the accessories from pants to belts to jewelry seemed curated with great attention to detail and high quality products. I think the price point is justified. My main criticism is that the main thing they sell is "vintage" style t shirts which seemed low effort for a store that is generally this high effort. I would like to see them put more effort into different shapes and styles. But a beautiful store nonetheless, definitely worth stopping by.

John A.

Yelp
For many years Imogene and Willie has been my go-to and I spread the good word. Lately, both the service and the product have been lacking...the published size measurements are not accurate, the same item in a different color is sized differently, requested exchanges have been denied and finally, they charged me a "return processing" fee for a return...I'm returning the two item because they are sized differently from the other 6 I&W like-items I already own. I still love the vibe and ok with paying extra for Made in the US, but not for items that are mis-represented and don't fit. Fingers crossed that they get back on track. ja

Judy S.

Yelp
Their quality needs to be upgraded. I purchased a t-shirt that I really loved, but each time I washed it (on the gentle cycle) there was another small hole in the fabric ! I'm now mending the 3rd hole.

Walter C.

Yelp
Over a year later and a couple pairs now fit! I was very excited to start wearing them, until... They stained everything they touch. The seats in my car, my white sneakers, even my fingernails from putting my hands in my pockets during the night. Turns out one of the risks of starting to break in a new pair of raw denim is the great amount of indigo dying that will occur on furniture, your hands, your shoes, and anything you put in your pockets in the first couple weeks as the dye sets itself. Thank you again to the staff here for never mentioning any of this. You live you learn I suppose. A very expensive and time consuming lesson.

L S.

Yelp
Love their tees! I ordered two tees and they fill so well ans their design is retro which I love. Usually, unisex tees never really. They are usually too long, too big...you know the deal. I am sold on the quality and the design. I really want to check out the store IRL!

Ashley M.

Yelp
Loved the aesthetics. The staff were kind and willing to help. After eating at Bar Taco, we stopped by to take a look. They were having a large sale in the back. Lots of cool shirts and inside the store had good quality made clothing and items.

Randy S.

Yelp
One of my all time unique clothing stores. Products are so very well designed...one of a kind...and with the best materials and craftsmanship. Pricy...yes...but ..buy something you love and enjoy...their stuff is awesome and worth it...IMO. Finally visited the Nashville store when we flew from San Diego to see our daughter..staff were super and...Paul was awesome for all his assistance. That's it...great company, people..... and products.....

Brad V.

Yelp
I have to say, I was bracing myself for a horrible customer service experience after reading these reviews and the opposite couldn't have been more true. We were greeted by more than one associate (all of whom were friendly and went above and beyond). They helped us every step of the way. I tried on some denim and the associates took the care to answer all this newby's questions (they were very knowledgeable on raw denim). I walked out with a new pair of jeans (which they also hemmed for me in about 15 minutes). This was seriously such a fun experience (not to mention, what a cool space with insanely cool style). It was the associates that made it such a great experience!

John R.

Yelp
I can't think of a clothing store at this price point that has such consistently poor service. Just look at the feedback others have left. Imogene + Willie's is aiming for an odd market--people willing to spend hundreds of dollars on jeans but who are also comfortable with Dollar General Store levels of service.

Dave B.

Yelp
After seeing the "bolt" mens t-shirt on Instagram, i was intrigued. Looked pretty cool, and should have been for a $68 price tag. Poor decisiion on my part. Shirt arrived today. One look and i was like, "this may fit a pez dispenser, but not me" i am 5'10, 165lbs, and thin. This version of the size XL is ridiculous. Quality of shirt is not worth the price point, but again. It was the size of shirt which made my head explode. Printed return label and immediatley brought to post office for a return/credit. Never again.

Michael M.

Yelp
After drowning in the sea of attempted online retail fitting, my good friend Sam and I decided to take the plunge, skip the BS, and make a road trip to Nashville specifically to visit Imogene+Willie. After a roughly 5.5hr drive from Columbus, we arrived in a beautiful neighborhood blossoming with food, drink, merriment and fine retail. The mark was true, and in we walked to an excellently curated and decorated old service station, repurposed as I+W. We we're greeted immediately by friendly staff who made short work of exhibiting their complete competence. We all set about the task of selecting pieces perfect for our persons, got fitted, delighted in friendly banter, and found ourselves recognizing that we had indeed found something special. I personally had a pair of jeans I had misordered online that I needed tapered, and after a thoughtful review by the in-house tailor, Kelsey (spelling?), I was pinned in, and feeling really optimistic about where these jeans would be headed next. another two fresh pairs were picked out and while one was pre-hemmed to a good size, the other needed some adjusting. None to worry, a few flips, a pin or two, and those were already in the back and done before I knew it. It's rare to receive such service and to have such a good time in retail these days. Most people don't know or care, and it's hard to walk out of any place genuinely satisfied... Until I met the fine folks of I+W. Do yourself the favor. Support this great group of people and their amazing clothing. As for us, we're lifelong fans. We WILL be back. -M

Andrew I.

Yelp
My fiancé and I went there because she wanted some jeans. We were greeted by a wonderful salesperson, Sully, who helped us find some great stuff. I wasn't planning on getting anything but found out they have a ton of other stuff besides jeans. They have super thick flannels that are super comfortable. All around a great store. The prices are reflected in the quality.

Li S.

Yelp
Aesthetically pleasing, but there's honestly not much here. I came here after reading a number of reviews saying that there was so much high-quality merchandise, but aside from the jeans all I saw was a few paper-thin shirts. I do not associate paper thin shirts with quality; one sneeze or a calm breeze could have ripped all those shirts in half. The jeans were alright. I didn't see much of a selection for tall people, and the employees here were terribly unhelpful. I generally enjoy when people leave me alone to do my shopping, but this place was dead empty and no matter how hard I tried I could not get anyone to help me.

Rich R.

Yelp
Best pair of jeans I've ever owned! These should last nearly a lifetime and look and fit perf

Sydney B.

Yelp
Ordered shirt and it arrived ripped in the back. This was a birthday gift and a total bummer when he opened his package to find it ripped. They couldn't simply look at the back of the shirt before shipping it?

Patrick P.

Yelp
Terrible, TERRIBLE customer service. Long time fan. Have had raw pairs of denim from this brand for roughly 10 years now. Have always ordered stuff since I live on west coast. Have visited many similar stores across US, and this is by far the worst service I've ever received. Lost a big purchase today and a customer going forward.

Staci D.

Yelp
This is a nice store with top quality products. Cool atmosphere and great place to go for unique gifts. Staff could have been a little friendlier but they were nice when they realized we were making a purchase.

Nala L.

Yelp
WOW! Imogene and Willie has A+, 5 star, 10/10 customer service. I ordered an item online and it didn't make it to my front door. (Totally not IW fault) Have no fear... Imogene and Willie resent the package no questions asked. I am sure USPS loses packages all day long, and for IW to take responsibility and ship out a new package is incredible. Thank you Victoria at IW, I will be a customer from here on out! - V

Sari Marissa G.

Yelp
Blue jean baby.... One of my favorite things in Nashville was the obvious attempt to preserve the original. The good ole fashion, made by hand, made in the USA way. I fell for this adorable, welcoming, simply, but carefully designed custom made denim shop. It was named after their grandparents and was housed in a converted gas station, in a very up and coming neighborhood called 12 South. It is owned by a husband and wife duo, with a passion for the back in the day way mixed with those unmistakable southern vibes. The patterns that hang above you as you take it all in against that pop of orange chandelier had this former designer gasping. The colors, textures and simplicity of the space I found just so, so lovely. Definitely worth a stop in regardless of your intentions. The ambiance alone is so hip! Unfortunately, I cannot speak about the jeans. I didn't purchase any as I'm trying not to stay this size for very much longer but mark my words, when I get back to my goal size, this is where I'm splurging! They look incredible! Excellent quality and carefully created to fit individual style and shape. Packaged beautifully and signed. They ship everywhere and you can purchase online as well! They have lovely hats, delicious smelling lotions, candles, scarfs, jewelry and such I splurged on instead. Prices aren't cheap, but it's the kind of stuff you wear often, even daily and it's made to last! Not a huge inventory, but some truly great pieces! They host musical bands outback and food truck festivities out front. It's definitely a groovy spot for sure! Carefully curated classics. "we wanted to make something that would last. we wanted to make things in the usa. we wanted to create a space to share. we wanted to build community."

Meghan M.

Yelp
During my time in Nashville, I found this place and got the most amazing pair of jeans. They fit like a glove. They altered the length for me and I picked up when they were ready. The denim is very high quality. Sadly, I accidentally put my jeans in the dryer and they have shrunk to being too small. Next time I'm in Nashville I will definitely stop in for another pair of jeans. The customer service was top notch as well.

Evan D.

Yelp
My wife and I lived in New York and continue to visit often. We have been to lots of high end stores and more specifically lots of high end denim stores. Once we were in the APC store in Soho *while Calvin Klein himself was shopping* and were treated like important clients. Once we went to Self Edge, a much more impressive denim store in the Lower East Side, and even though they were somewhat busy a clerk spent over 10 minutes talking through the sourcing of the denim. Both places we made purchases. We happened to be in Nashville earlier today and walked into Imogene and whatever because my wife needs a new pair of jeans and had heard good thing about the place. When we went in there was at most one customer and at least three workers (as well as some bizarre maybe mother/daughter duo who seemed be unfolding and then folding the same poncho like 50 times). No one said anything, we browsed a bit, no one said anything still and we left after 10 minutes. What a joke.

Patti M.

Yelp
Was visiting the area for work and stopped by the shop. Looked super cute and it definitely was, except for the terrible customer service. The helper girls were not very friendly and were rude with their remarks- it was my first time in the shop and I asked if they had "distressed jeans," well, it seemed as if I had swore to her. She immediately replied that if that was what I was looking for they had none. I mean I don't think holes or distressed jeans were a sin. Soooo...I ended up buying a top but probably shouldn't have given the service level.

Will H.

Yelp
This is a men's & women's clothing store that is located in an old auto shop. It still has many of the fixtures & fittings from the auto shop, including the garage door, the porte cochere & even the front door with a knob that feels like it's going to fall off. But I guess that is what the appeal is for a lot who shop here. I won't use the "h" word as I know some find it offensive. If you're looking for custom jeans, this place sells them. They also sell jeans that aren't custom, however I'm not sure as to the price as they don't have prices on the jeans. I do know that for a small, thin T-shirt it's $50. You can also get a small, unfinished/sealed cutting board for 125 or get it painted black for $175. I think the wood must've came from the cherry tree that George Washington chopped down. Spend 20 bucks more and get the larger cutting board.

Elouise M.

Yelp
I was so, so disappointed with this place. We were visiting from out of town and this is one of the places I was really excited to check out, but left feeling really let down. Being that it was my first time here, I was hoping that someone was going to explain how the whole process worked, educate you on the denim, etc., No one in the store was very helpful, and I had to walk up to one of the workers to ask for help, while they were sitting on the front counter talking. A good pair of nice fitting jeans are really hard to find, and I felt like these jeans do not live up to what you see on the website. The denim has great quality, but the fit was absolutely terrible, I felt like I had baggy Wrangler jeans on. Also on the website, they make it seem like they do custom fittings or custom tailoring, but they don't, besides hemming them, which I could do myself. If I'm going to spend $300 on a pair of jeans, they should be tailored to fit. Super misleading. None of the workers came back to help, or to see how the jeans were fitting, they just continued talking. It would of been nice if they could've helped to find a better fit for me, or at least tried a little harder to make my experience better. I left feeling really disappointed, and would not recommend this place to anyone. It's a cool idea and cool atmosphere, but this place needs an upgrade with their customer service.

Sheena T.

Yelp
Funny Story. I attended an opening for Imogene & Willie and they gave us these awesome gift bags with this magical smelling candle. When you light this candle, it's as if you are transported to a forest filled with flowers on a warm spring day. Seriously. It's some kind of wonderful. It burns smooth and even and the actual candle is black and unique. It's glorious. I'd come home and the candle was lit and I'd tell my boyfriend "Don't light it for no reason! I bet that thing is expensive!" My warnings fell on deaf ears and soon, the candle burned down to the bottom and we needed to seek out a replacement. We finally made our way to Imogene and picked up this magical candle. We get to the register and we THINK that the hipster chick says $60! Wait wait... That can't be right... "You said $16, correct?" "No. It's SIXTY dollars." After the shock wore off, we looked at each other in dismay and said we couldn't pay that for a candle. So we then asked "Why is it that expensive??" She said it was "the ingredients" and "from California." Whaa??? The moral of this story is, they sell candles that are SIXTY freaking dollars. So, I'll have to stick with my ho hum vanilla bean selection from Target and long for better candle days.

Jackie F.

Yelp
I purchased two tee shirts at $68 each. They might be original designs however the cotton fabric is the cheapest ever. DEFINITELY NOT WORTH the money. RIDING ON THE HYPE OF NASHVILLE. Extremely disappointed.. Waste of money...WARNING !!!!

Marcia M.

Yelp
This is an update to my original review as I am now a very proud owner of some custom-fitted Elsie I&W jeans! From the beginning process of selecting the perfect pair to being fitted by Rhett Murdoch and company, it has been an absolute spectacular (yet comfy casual) experience. Little details such as a staff member running out to his vehicle to grab an iPhone charger (my phone dies on me throughout the day due to my addiction) to allow my phone to survive while I completed my fitting to the authentic conversations while I waited will make me a loyal customer and supporter. Sure, it's only day 1 of my new bond with my Imogene & Wilie denim but I am really looking forward to the many years ahead for the both of us. Be sure to join the mailing list here to access events such as Supper & Song (FREE), special promotions, and sales! I love my new jeans and plan to get another pair very soon. They fit perfectly and are very flattering. I also have my eye on a couple of hats and cotton dressed too. The Men's and Women's collections here are classic and not contrived. You can feel the sense of pride and passion from the moment you walk in. I absolutely love the gorgeous yet casual merchandising of the store and the homage to the original gas-station structure is really well done too. Are the jeans (and other merchandise) inexpensive? NO. Are they totally worth it? Ab so effin lout ly.

Jaclyn E.

Yelp
If you're in Nashville (or planning a trip there) AND you enjoy/appreciate a quality pair of jeans, then you must stop by this I&W! The shop makes anyone feel cool... Very welcoming & not pretentious at all (you know the kind of Brooklyn boutique vibe no one likes?- not like that). I was hesitant to spend the $225 on a pair of jeans that felt 2 sizes too small, but I trusted the "denim experts." I have worn my new jeans for a couple days now & I am already in denim heaven:)

Andrea T.

Yelp
Visiting my friend who recently moved to Nashville, she was very excited to buy a pair of jeans from here.The shop is adorable. I love it. I want to move in. Everyone was super friendly and even apologetic that it was a little busy in there. They take their time with every person with the fittings and they only have a few changing rooms. I cannot express how friendly everyone was. I need to lose a little weight before I can get my own pair, so I just sat on the couch and enjoyed the scent of the tree and the gorgeous orange chandelier. While sitting one of the staff chatted with me in a very genuine manner. My friend bought a pair of jeans that are amazing. Like other reviewers yes she started with her typical size and went down about 3 sizes. Just keep trying till you find your goldilocks pair. Don't be afraid to ask the gals what they think. They really know their jeans! Definitely stop in while in town!

Phil H.

Yelp
I popped in to find something unique and quirky for friends while I was in town, but so found sooo much more. What a wonderful atmosphere and really personable people. I intended on just spending a little bit for others, but a hour or so later, ended up buying some Limited Charlie Indigos I may never take off. Such amazing quality and detail! I am definitely coming back the next time I am in town.

Cindy L.

Yelp
Customer Service is horrible, and I don't believe they even care. Over the years I have called to see how to clean some items that I purchased from them...no help. Now emailing...no response. I do love their merchandise, but the pretentious attitude I can do without.

Zach D.

Yelp
Friendly staff, quality & ethically made clothing, and great vibes. What more do you need from a clothing store? I can honestly say the Barton Slims I purchased here are the best pair of jeans I've ever had the pleasure of wearing. 5 stars.

M W.

Yelp
Snotty rude employees. We walked into the store a couple weeks ago and there were three employees talking to each other in the entryway. At first they did not greet us, then we passed them and one did finally greet us. They looked us up and down and ignored us. I guess the fact that I'm a stylist for my career didn't mean anything to them because I wasn't in their style of clothes. I would however "have" purchased my son some of these jeans but after experiencing such rudeness from the employees, I walked out.

Christopher B.

Yelp
I've enjoyed ordering items online for several years, but really enjoyed my visit to the mothership. I had been wearing my last pair of jeans (different brand) for about two years, was in Nashville, do I figured what the hell. I found the service in the store to be really good. I knew what I was looking for and was assisted in zeroing in on what I wanted in denim jeans within the I+W brand. I felt like even if you didn't know precisely what you wanted, the folks in the store will get you there. I ended up with a pair of Charlie's. They're not my absolute favorite pair of jeans, but they've been great for a clean, non-grubby casual look. Overall, pleased.

Francis O.

Yelp
These folks sell some dope stuff! If you're a real stud (or studette) you'll pick up one of their bags in support of the local Sewing Training Academy for $35.

Adrian H.

Yelp
Customer service is non-existent. If you don't look like a hipster or look like you have money, you aren't even addressed. Was in there for a while and was interested in what goes on there and quotes on a few different jeans for fittings. Was not even payed attention to and there were only 2 customers actually in the store. If you are really trying to spread the word about your business and increase revenue and become a brand for Nash, you need customers. Ignoring potential customers that come in completely throws away any business opportunity with that person. And I know I'm definitely not the only one that agrees, read some more reviews guys! Take feedback and improve it. You already have a great look to the store! You just need to be taught customer service because it definitely is not there. Was very disappointed

Drew S.

Yelp
First, let me say that the experience of shopping at Imogene & Willie was a very good experience. I think the "boutique" jeans shopping atmosphere is really nice. My biggest problem is the way the jeans hold up. I was told not to wash my jeans for sometime. However, on the second washing, my jeans developed what the Imogene & Willie representative called "marbling" which they said was "a common trait among most raw denim." I had purchased a very expensive pair of solid color jeans and wasn't expecting them to look like blue spider webs had emerged upon the second wash. My advice is that if you purchase jeans here, that you are very, very careful of washing. You might want to use the "tub soak" method with a very flat drying process unless you are looking for a unique look for your jeans.

Steve V.

Yelp
If we had to say what our favorite thing in Nashville is right now, this store would likely be it. The owners Matt and Carrie Eddmenson have created not only fantastic jeans and clothes but have helped mold a neighborhood (12South) and encourage a new vibe in Nashville that was much needed. The combination of the highest quality jeans, outstanding and friendly service, beautifully repurposed filling station decor full of "picker" gems and dedication to the community with free concerts and events makes this store one of the best and most unique in the country. None of the other stuff would mean much if it wasn't for the quality of the jeans...and they are fantastic. Rigid selvedge denim jeans are an investment that takes time and effort to create that lived-in personal feel and is also part of the fun of those who love jeans. The clean classic look of these jeans will not go out of style, so the money spent will continue to be well worth it down the line as opposed to similarly priced but trendy jeans.

Maribel E.

Yelp
Quality denim! I LOVE their jeans and will recommend to anyone interested in good denim.

Katie L.

Yelp
They have 2 types of women's jeans- a rigid denim (straight leg) and a stretch denim (skinny leg). The stretch denim has a regular rise and a low rise. I am scared of denim with no stretch (too many horrific dressing room experiences when they won't go over my thigh), so I picked the low-rise stretch. I started a size smaller than I normally wear and after some coaxing on their part I went 2 more sizes smaller. Yup. You read that right. I ended up with jeans 3 sizes smaller than I normally wear. They were tight. I about had a heart attack getting them on. But they fit amazingly well. And I looked good in skinny jeans. And after wearing them for one day they eased up just enough to be perfect. But I noticed that it didn't have a tag in the back when I got home. I called them up and they said they had new labels in the works. So, since I paid a small fortune for the jeans I wanted the tag. I went back with my dad a few months later since I don't live in TN anymore. Now here's where the 2 stars come in. They were very gracious about sewing in the label. But we stood around and waited for the jeans to get done. Now, there was plenty of seating, but the owners and some other friends of theirs (all men) were lounging on the couch and other seats. We probably waited 10 minutes. One of the men made a move to get up and I said, oh, don't worry about it- I'm okay. He said, oh, I wasn't getting up. Okay... that pissed me off. I won't ever go back. I thought they were all rude and completely ignorant of the fact that their CUSTOMER might want to sit. I have a heart and lung condition and standing bothers me. My dad is over 60 and would have liked to sit also. We both commented on it when we left. Completely snooty of them. I mean, if I were in a Goodwill I could understand... but I paid $200+ for those jeans! I like my jeans, but they lost me as a future customer. I can find fabulous jeans without the snooty attitude. If they can't find the energy to stand up for their customers, I can't find the energy to visit their store.

Kenny H.

Yelp
Disclaimer: I'm from San Francisco, home of Tellason, Gustin, and the revered Self Edge. I really want to give 5 stars to I+W, I do! Unfortunately, sub par denim selection along with poor tailoring for my wife's Slim Indigo ($225) making me feeling like a chump. Let's start with selection. I love me some selvedge and raw denim. Love the way it chafes my thighs, anyone smell bacon? I was pumped to visit Music City and my homie from Self Edge told me to hit up I+W. Three items on my agenda: work shirt, jacket, and black raws to break in. Poop, didn't have either of those. Can a guy at least get a cup of coffee or a beer to make up for the disappointments? The lady loves her jeans thin and fitting. After rummaging through the denim, she found solace in the slim indigos. The jean-ious took a bit of time to fit her, I thought all was good. 3 weeks and no emails later (they said 2 weeks and would confirm with an email), the jeans she got has her fitting like grandma's Walmart Wranglers. C'mon I+W, I was clear this fitting was a one time deal. Not trying to fly 3000 miles to re-do this shebang. The saving grace is the environment. Loved the set up of the store (in a former gas station). Warby Parker had a pop up in there too, how cool. The jean-iouses in there knew their stuff, but couldn't find the right support to finish the play. Nice try, I+W. Love the denim, but you got to pick up your game to rumble with the best.

Cassie H.

Yelp
We just went into this store for our first time and it was an amazing experience! The denim is extremely high quality and the staff is very knowledgable. Michael assisted us with picking out our jeans! My boyfriend and I each bought a pair. He made the hemming process and shipping easy for us!

Jane E.

Yelp
The service... it was nonexistent. Maybe they were busy, idk. But we came in on Sunday and it took awhile before one guy said hey. It just felt stuffy and pretentious.... for some reason I expected friendly, southern, welcoming, smiles, with a love for quality denim twist. But nope. Just seemed to be a bunch of spoiled rich WASPs to me. The air had more arrogance than happiness. Big disappointment. I'm sure there denim is good though.

Hannah T.

Yelp
I went into the store when visiting Nashville. I was excited because I've heard that they have really cool jeans and cute stuff. When I went in and browsed around, I found myself looking into the graphic tees which were all so cute! I was kind of disappointed though because I feel like the sales people weren't really welcoming or as friendly as I would expect because I wasn't looking at their very expensive jeans but instead I was looking at and interested in their graphic tees so I just feel like they didn't really pay attention to me at all

Ron S.

Yelp
Place looks hipish and a much better shop for women then men. Had nice juice outside but besides that I was in and out in 2 minutes.

D F.

Yelp
The best $300 pair of jeans you'll ever own. All I can think about anytime I wear these pants is how many little third-world babies I could feed for $300, but I look so good, I quickly forget about it and head on my way to purchase a $7 breakfast biscuit at Barista Parlor. They'll push a tigher size than feels comfortable when you first try them on. Listen to them. The pain you endure for the first 4-6-8 weeks gives way eventually to a stage I like to call mini-muffin-top, which several months later gives way to the fit you really wanted in the first place. Hopefully by that time the luxury-denim fad is still going strong.

Amye K.

Yelp
I've been coming here for about four years and in that time have acquired two pairs of jeans, a T-shirt, and a bandana. I am highly impressed with the denim, in particular. It wears well, holds its shape, and has thoughtful design details (such as the inside edge of the fly being trimmed and tacked down so it doesn't make a weird bunched up mess you have to remember to fix every time you zip your pants). The staff has been on point in recommending the right denim to me after asking what my needs were. As others have said, it's feast or famine when you come in: either the staff will be your BFFs or you will feel invisible. I don't take that kind of stuff personally and don't care to analyze whether it's intentional vs not caring enough to do the job well. All to say, if you need some help you aren't getting, ask and you will receive. On inventory issues: Sometimes it's frustrating when the perfect pair is sold out for months, but given that this is a startup, I guess it's to be expected. They have some great flash sales, so sign up for their emails. Another great way to save if their retail price point is too high is to look in consignment stores around Nashville. I always see a few pairs of I+W when I'm thrifting.

Allyson L.

Yelp
Yikes!!! We had a horrible experience at this boutique with one of the sales associates- she was extremely unprofessional and rude! I have worked in luxury fashion for over 15 years- working for two of the finest luxury fashion houses in the world (Chanel and Valentino) this associate was horrible and her sales technique was beyond obnoxious!!! Both me and my boyfriend were so excited to shop- we picked out several items but after this sales girl berated us for asking about specific denim options and why we would ever want those particular washes and cuts etc, we left. Beware of the short brunette that runs the denim wall- she claims to have previously been a "fashion stylist"... she also had an epic camel toe in her jeans which is laughable considering she is apparently a denim "fit" expert.

Glen G.

Yelp
So, this is coming from a guy who has yet to actually purchase anything besides glasses from here.. But, I love this place. First off, the staff is incredibly amazing. I really appreciate their sense of style, but on top, you get people that are EXTREMELY accommodating. I can't say that I've met a more friendly group of people in single store. I find myself talking to these guys way longer than anticipated every time I go in there. Huge plus, the service. The quality of product there is top notch.. I know the price tag to mostly everything is pretty high, but the quality product means you won't have to purchase the same thing over and over again. I love that I can walk in and try on red wing iron rangers, whites semi dress boots, and warby Parker's all in one place. If you want authentic incredible quality american product, you've found your place. Bring all your money.