Friends, we would like to introduce you to a husband and wife team who are doing some impressive things in the world of denim. They also produce men’s and women’s shirts, pants, accessories, boots, and recreational provisions.

Based out of Nashville, these designers have a unique talent for capturing a kind of wear-and-tear, rugged, All-American look that complements their denim jeans. We love and share that same Southern, homegrown persona they exude. Forming out of an old, rundown gas station, they have built a stable business from the ground up, serving as a model for aspiring entrepreneurs who want to create something other people can enjoy.

Watch their story unfold in the video below. Be inspired this Monday.

Friends, meet Imogene + Willie.