We’re delighted to be able to share the story of one of our favourite brands - American denim company ‘Imogene + Willie’.

Co-founders Carrie and Matt Eddmenson are master jean makers and natural storytellers.

Their story starts with an email sent out at 3 am telling a few hundred people about their dream; ‘We simply want to sew in the back of the store a good jean for both men and women that fits perfectly.’

Fifteen years later, it’s a story of success with two shops, a team of 75 and I+W jeans sold around the world to a loyal community of customers and fans.

But theirs is also a story of struggle, heartbreak and refusing to lose hope…

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