A Denim Adventure (and lessons from experiential retail)
A few weeks ago, I found myself shopping for gifts in Austin’s famous South Congress (SoCo) district. First time there.
Boutique clothing stores, food spots, and coffee shops line South Congress Avenue, which points perfectly at the Texas State Capitol nestled in the city skyline across the river. I was sucked in by the area’s charm and spent hours exploring shops (and spending too much).
Photo credit: Jeremy Woodhouse
There’s something for everyone: luxury brands like Hermès and Aesop, boutiques like Billy Reid and Buck Mason, and independent gems like Allens Boots and Parts & Labour. As someone obsessed with experiential hospitality, I couldn’t help but analyze every space—the hospitality offered, the design touches, and the overall vibe and experience.
Good hospitality lessons are everywhere: in retail, restaurants, parks, and beyond. SoCo proves this point beautifully. One store, however, stood out above the rest: imogene + willie
the imogene + willie experience
This clothing brand, renowned for its handcrafted denim and casual apparel, was founded in 2009 by Matt and Carrie Eddmenson in a refurbished Nashville gas station. Their mission was simple: create the perfect pair of jeans with timeless design, unmatched quality, and small-batch craftsmanship—all made in the USA.
Their Austin store, one of only two physical locations, is housed in an old home surrounded by sprawling live oaks. This house could’ve been demoed (like its neighbors were when the area was redeveloped 20 years ago), and the prime real estate densely merchandised.
Instead, it remained, and the space exudes heritage, craftsmanship, and community, perfectly embodying the ethos of the brand which occupies it.
The moment I walked in, I felt the authenticity.
The space wasn’t over-engineered or contrived. Rich, textured finishes and curated clothing displays invited me to linger. Through an open door, I saw a tailor hemming jeans custom for each customer.
A cozy fireplace and lounge area offered a perfect spot to plop down and relax—maybe even meet a new friend. And the luscious backyard seemed perfect for gathering and connection (remember, nature is where people feel most alive).
Every sensory detail was on point. The right music at the right volume, natural light pouring through so many windows, and the overall ambiance carefully considered.
I tried on a few pairs of jeans, and immediately noticed the craftsmanship. The fit was perfect, the quality tangible.
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:
Start small, be craftsmen, focus on core values
Hire people who are solid, caring, and passionate, and reward those behaviors
Physical spaces communicate values—don’t shy away from character and uniqueness (also: who cares about “under-utilization”)
something personal
I know many of you are developers and hosts of short-term rentals, hotels, and unique stays, just like me. But as the readership has grown, so have my interests.
This is bigger than experiential accommodations—it’s about craftsmanship, pursuing dreams, and living a purposeful life.
Does this broader focus resonate with you? I’d love to hear your thoughts—don’t hesitate to be honest!
something even more personal
This will be my last newsletter of 2024. Helen is expecting our second child on Christmas Day (the season for birthdays!), so I’ll be stepping away for a few weeks to focus on family.
As always, thank you so much for reading! Whether this is your first or 48th time, it means the world to me.
Wishing you a truly wonderful holiday season. Merry Christmas and Happy Holidays from our family to yours!
(These are the jeans, by the way…)