Imogene & Willie from John Moessner on Vimeo.
At Imogene + Willie, a Nashville shop set in an old gas station, husband-and-wife duo Matt and Carrie Eddmenson are helping to resurrect the great tradition of American garment making by producing—what else?—custom jeans. The shop opened in 2009, but the couple's experience didn't start there. They learned the ropes through Carrie's family business, developing denim collections for big names like Rogan, Seven, and J. Brand. That pedigree plus the ability to get just the right fit has drawn stylish clients like Gwyneth Paltrow, Sheryl Crow, and model Karen Elson. The Eddmensons purchase selvage denim from the only remaining denim mill in the United States, and Imogene + Willie tailors customize the fit, length, and wash in-store in a single day. For as little as $200 a pair, creating the jeans of your dreams is one of the more reasonable made-to-measure experiences out there. (via Concierge)
Denim is an essential item in the majority's closet. And a good pair is loyal like a pup; it's not as disposable of a garment as most clothing tend to be. Choose purposefully and take care. (instructions courtesy of Imogene + Willie)
1. Turn your jeans inside out.
2. Set washing machine to gentle. Cold for dark wash. Gentle hot for lighter wash.
3. Let machine begin to fill. Add detergent. For a darker wash use a mild detergent like Woolite Black.
4. Place your jean by itself in the washing machine.
5. When the washing machine is through, pull jeans from the washbasin and turn right-side out.
6. Hang jeans to dry.
7. To soften, place jeans in dryer on Tumble No Heat, sometimes marked "Fluff". If you have no dryer, beat jeans with or against an object.