Sherwin-Williams STIR^® | Imogene + Willie and the Secrets of Great Blue Jeans

Why are jeans almost always blue? What is it about indigo that captures our imaginations? Sherwin-Williams STIR® sits down with renown denim experts Matt and Carrie Edmonson of Imogene + Willie to learn more about the color blue — and the magic of great jeans.

Video Transcription:

We are a lifestyle brand, we are a family business, we make blue jeans.

I don't think I've ever been asked that.

Why are blue jeans blue?

The dye that comes from the plant is blue.

Red hues of blue, green hues of blue.

A very wash-down watery green, all the way to a very deep, almost oily, black blue.

The gradient of color across the board on indigo's it's vast, it really is, it's vast.

Color and specifically blue is, I mean it's odd how important it is in our lives, it's, it's our rainbow, but it's all happening to be the same color.

The gas station has definitely become the third component to the Imogene + Willie brand.

Imogene, Willie, the gas station.

So one thing that was really important to us is that we create spaces where you feel intimate and color obviously has such a huge part in that.

We still remember the colors' names, you know.

So black fox is like a go-to, really great mix between a black and brown.

We've sold a lot of Sherwin-Williams paint.

-Yes, yes we have. Yeah.

-By telling people that name.

Every indigo fabric from the Levi's that we've collected over the years were made from cone denim.

It’s America and we make the best blue jeans in the entire world.

So the great thing about that is, is that we don't have to go anywhere else.

Different mills have different characteristics and really it's, I mean it's a form of art.

This jean that I have on is actually the very first armor jean.

It was made on those sewing machines.

Wrangler made these western shirts that the fabric is so amazing that you can spot it virtually from a mile away.

The shade of blue, the hue of the blue is so distinct and the characteristic of the fabric is so distinct, you fall in love with these shades of blue and you don't really know why.

Maybe it's this romance, but, it kind of eludes me really.

Little Fauss and Big Halsy.

She conveys everything about a woman in a blue jean to me.

The movie's okay but she's amazing in her jeans.

Well, you know, I mean, honestly, I have to give it to my boy Steve McQueen.

The shot where he's eating a bowl of Cheerio’s or cereal he's just standing there with his great work boots,

his beautiful jeans and his denim shirt and obviously,

-That's all you need.

-That's all you need, you know?

The most surprising place I ever saw here at Imogene + Willie jeans, Carrie and I went to Hawaii for the first time, and got off the plane and there's this guy wearing the jeans.

In the grand scheme of things, no matter what celebrity is wearing your jeans or who it is, it's the people, it's our friends, it's our family, it's our community that really has made this what it is.

And that I think it's the highest of high points.

Imogene + Willie is a clothing company that specializes in denim and making blue jeans.