The Open Road "Character Driven" Carrie and Matt Eddmenson

Imogene and Willie co-founders Carrie and Matt Eddmenson wear the Open Road 6X in Silverbelly and the 1865 Distressed Open Road Royal Deluxe in Walnut. Captured in their Nashville, Tennessee design HQ.

Matt and Carrie Eddmenson launched their brand in 2009 by making 250 pairs of jeans in two fits—the Imogene, for women, and the Willie, for men. The jeans sold out in three weeks, so they made 250 more pairs. Those sold out, too, drawing customers from across the country and the globe. The husband-and-wife team knew they were onto something, and, over the past 15 years, they’ve built a thriving brand that includes everything from denim to apparel and accessories—all crafted in the U.S.A.

“Everything checks back to family, literally everything, including the insistence to make things in America,” says Carrie, “I come from a manufacturing family, two generations. Family is the root. It is the center.” “My grandfather was a huge influence on me,” says Matt. “He was just as good as his word. Having character is important.”

“When we started imogene + willie, we were exploring the roots of timeless pieces. Things that never go out of style or fade into a fad,” he says, “I would personally pair The Open Road with anything we make. It’s never too dressy, but it’s also never too understated. And it’s such a great name for such an iconic hat. It says to me, ‘Be free. Do these things that are off the beaten path.’ It’s a crown I’m proud to wear.”

“Wearing [The Open Road], I feel elegant. I feel strong,” adds Carrie. “And I will say, I’ve never worn a hat that was not The Open Road, ever.”

The Open Road. Character Driven since 1937.

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