Like cornbread, sweet tea, and whiskey, Imogene + Willie is inseparable from their Southern roots. Since they opened the doors to their Nashville, Tennessee shop (which fittingly is located in an old gas station) back in 2009, Imogene + Willie have become really the only name in denim below the Mason Dixon line, which is why I was a bit surprised when I literally stumbled into their newest shop, located not in Austin, or Savannah, or Charlestown, but in Portland, Oregon.
Imogene + Willie’s second shop is situated comfortably between Tanner Goods and Poler Stuff on West Burnside in the Pearl District, which is fast becoming, for lack of a better term, the SoHo of Portland (or at least, as much of a SoHo as a city like Portland can have.) From the moment you walk in, the store transplants you down south, with antique ephemera like faded folk signs, horseshoes, and beat up work boots almost stealing the spotlight from the I+W wares. Additionally, the store gets a dose of the southwest thanks to a hefty helping of indigo jewelry, cacti, and Native Americana.