But what struck me most was the warmth and care of each staff member. They weren’t just selling clothes—they were both passionate about their craft and genuinely welcoming.
This was my last stop of the day, and it stood out from everything I’d experienced. Some stores were friendly (even superficial), others were sales-y, and a few felt downright austere in their luxury.
But this place had that elusive “it” factor—a perfect mix of hospitality, design, craftsmanship, and authenticity.
the denim dilemma
I spent more money (and time) here than any other store. I splurged on a pair of unwashed denim jeans—the first pair I’ve ever owned. A significant investment for a pair of jeans, but the craftsmanship made them worth every penny.
After wearing them for a few days, disaster struck.
I failed to explain to my wife that unwashed denim requires special care (can be a full-blown hobby, I’ve learned). My beloved jeans were lovingly washed and tumble-dried on high with the rest of the laundry. When I went to put them back on, they had shrunk so much I felt like a sausage bursting out of its casing.
Heartbroken, I sought advice from my friend Sam Parr, an unwashed denim aficionado. He confirmed my mistake and offered a few tips to stretch them back (along with condolences). Despite our best effort, the jeans were just too tight—and a good 2” shorter.
When I returned to Austin yesterday, I stopped by imogene + willie to share the news, not expecting much more than a sympathetic laugh. The store director, Liz, listened thoughtfully to my plight before stepping away. A moment later, she returned.
“We’ve decided to make an exception this one time,” she said. “We want you to have your true unwashed denim experience. I’m so sorry this happened. We’re going to give you a new pair.”
I was floored by such generosity. This act of grace and hospitality reaffirmed everything I’d already believed and admired about the brand.
takeaways from experiential retail
Here’s what I learned from imogene + willie:
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Start small, be craftsmen, focus on core values
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Hire people who are solid, caring, and passionate, and reward those behaviors
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Physical spaces communicate values—don’t shy away from character and uniqueness (also: who cares about “under-utilization”)
