12 South Shops

Shop neighborhood
Draper James
2608 12th Avenue S., 12 South
If you've spent any time perusing the website of Reese Witherspoon's quintessentially Southern lifestyle brand, you'll pretty much know what to expect in the store. Located on 12 South, a well-known shopping area, it immediately draws you in with blue-and-white-striped awnings and perennially colorful windows. Once you make it through the shiny navy lacquered doors, you'll find bold floral prints, preppy stripes, and cheeky home goods, like their signature "Totes, Y'all" bags. It's the perfect place to pick up Southern-inspired souvenirs for friends or a cute party dress.
12 South
Imogene + Willie
2601 12th Ave. S., 12 South
Hailing from Henderson, Kentucky, Matt and Carrie Eddmenson—childhood friends and now a married couple—worked together in Carrie’s family business, developing denim collections for brands like Rogan, Earnest Sewn, Seven, J.Brand, etc. They moved to Nashville in May 2009; refurbished an ex-gas station; hired Nestor, a pattern maker and sewer, and Gloria, a master sewer, in June; and, in July, opened the magical store that we were lucky to visit in February. The store sells handpicked denim from select brands like A.P.C, choice vintage pieces like cowboy leather jackets and boots, scarves hand-dyed by Carrie’s brother in India, and Imogene + Willie brand bespoke jeans, made of tough denim that you have to work into. After a few months, they guarantee, you will have a soft pair that fits you and only you and bears the marks of your wear. (For the less hard-core denim buyers, you can also purchase a pre-softened, pre-“lived-in” pair.) Carrie recommends you write the date of your first wear inside the pocket of your jeans: And thus begins your journey together… Everything in the store has a story, which you become a part of the…
12 South
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