Denim is just one part of Imogene + Willie’s broader offering, but it remains the foundation of the Nashville-based brand, which has become synonymous with U.S.-made jeans designed, patterned, cut, and sewn domestically.

The label is known for its perfectly aged vintage-inspired washes and deep indigo tones designed to fade naturally over time. The jeans pair seamlessly with the brand’s “Made in USA” graphic tees and knits, reinforcing its commitment to American craftsmanship across categories.

That commitment extends further through Imogene + Willie’s Cotton Project, an ongoing initiative to grow, process and manufacture proprietary fabric within 400 miles of its headquarters. The program launched last year, producing cotton tees and jeans produced with U.S. partners like Martin Farms, Mount Vernon Mills, Stony Creek Colors and Hill Spinning.

As the U.S. approaches its 250th anniversary, Jackie Berkley, head of people and culture at Imogene + Willie, reflects on how the milestone amplifies the importance of the brand’s all-American mission and the storytelling behind it.

SJ Denim: As the U.S. marks its 250th anniversary, what role does denim play in telling the story of America?

Jackie Berkley: Denim is an emblem of American style and heritage but [it also] represents a shift in priorities that a lot of people don’t like to acknowledge. There is nothing quite as iconic in American fashion as blue jeans, and for decades those jeans were made of premium fabrics in esteemed American mills, using American cotton. They were tough and sturdy, meant to last through years and hard work and even be passed on to the next generation. As denim became more ubiquitous across the globe, and as consumers sought to buy more things for less, denim production dwindled in favor of production offshore. I think we’d be remiss not to use this milestone as a chance to reflect on what we want to preserve about this story. Do we want our denim heritage to persevere, or do we mind leaving our denim story in the past?

SJ Denim: Why do you think denim has remained such an enduring symbol of American culture?

JB: Denim is associated with so many beloved aspects of American culture: popular music and movies, rugged worth ethic, and the simplicity of timeless Americana style. It is an item that is as revered as the people you grow up seeing wear it—be it James Dean, Bruce Springsteen, or your grandfather—and lasts long enough to remain ever-present.

SJ Denim: How does Imogene + Willie interpret American heritage without simply looking backward?

JB: We use the process and craftsmanship of heritage pieces as a benchmark for how to look forward. Although the American textile industry has shrunk immensely, we make it a priority to support those who remain. Looking forward at American heritage means asking what will make this process sustainable—who needs to be in business for this ecosystem to exist—then actually focusing our support on those partners. Many Americans prioritize American heritage in theory but stop short of taking the steps to ensure they last.

SJ Denim: Does this milestone create any unique opportunities for the brand. Are you planning any special events or products?

JB: We have some extremely special collaborations in the works for later this year, but our emphasis will be our life-long commitment to making everything in the USA, and the success of our Cotton Project initiative in its second year, which at its core supports American farmers who are being left behind.

SJ Denim: How optimistic are you about the future of American-made denim?

JB: I have had the opportunity to be part of Imogene + Willie’s growth for a decade now. If anything gives me hope for the future of American-made denim, it’s seeing that growth firsthand, which is fueled by an incessant demand of our customers, and an intrinsic desire to make an amazing product in all the ways we believe are best for those involved. The partners we work with, and rely on, to achieve this goal are paramount to the longevity of the industry. I shook hands with the people who set out with the admirable goal to keep Draper selvage looms running at Vidalia Mills. While it was a lofty undertaking, the belief in a seemingly impossible task is necessary to keep American manufacturing going. Looking ahead, it is with pride and awe that I watch the team at Mount Vernon Mills embark on this journey now. I believe American selvage denim will make its return this year, and that is an incredible feat.

SJ Denim: Describe the ultimate American outfit.

JB: The best part about American fashion culture is that there is no one singular look that defines us. Pair blue jeans with anything… literally anything! And there you have it. I’ll be wearing them with a white tee, though.