Here at Macaroni KID, we love a good entrepreneur story.
We are thrilled to bring you the story of Colorado's Avery Imus, who taught herself how to sew on her grandma’s sewing machine and created a reloved and reworked clothing store full of collected and crafted pieces. Welcome to Avenue 122.
How would you describe your business to someone who’s never heard of it before?
Avenue 122 is not only a business but a creative vision, aiming to give new life to old pieces. A big aspect of sustainability is reusing what we already have, whether that’s as it is, or turning it into something new. That’s why I have two parts to my business: Reworked and Reloved. Avenue 122 Reworked features one-of-a-kind pieces made from secondhand materials and deadstock fabrics; Avenue 122 Reloved features vintage and secondhand items that remain the way they came, ready for the next fashionista to wear them just the way they are.
What inspired the name of your brand?
Avenue 122 is a little nod to me — friends and family often call me “Ave” or “Aves,” which, conveniently, looks a lot like the abbreviation for “Avenue.” As for the “122,” that’s a creative twist on my birthday — December 2nd (12/2).
Avenue 122 creator, Avery Imus says, "In the next five years, I hope to make my business my career. My dream is to be able to do something I love full-time, and this definitely fits the bill. I also want to expand Avenue 122’s customer base to a national level! I’ve reached two states so far, hopefully we’ll get to fifty!"
What makes your approach to thrifting or clothing reinvention unique?
While almost no idea is truly original anymore, my approach to clothing reinvention and sourcing secondhand pieces is unique because of my creative eye. A majority of my Reworked pieces aren’t actually made from old clothing — they’re often created using quilts, blankets, and other unconventional materials. When sourcing pieces for my Reloved collection, on the other hand, I don’t judge something just by how it looks on the hanger. I always try to see its potential.
How do you decide which pieces to keep authentic and which to completely transform?
The pieces I put in my Reloved collection are authentic, unique, and oftentimes vintage. I choose them based on a number of attributes including age, material, brand, and rarity. The pieces I choose to transform are usually not even clothing to begin with — they are quilts or materials that weren’t actually intended to be worn when originally produced.
"When sourcing for my Reworked pieces, I look for materials based on thickness, quality, and composition. I also look for something eye-catching — bright colors and fun patterns have contributed to some of my favorite creations," says Avery. "From there, I simply use the material to make something unique, taking advantage of the original piece’s best attributes and working with them."
What’s your favorite piece you’ve ever reinvented, and what’s the story behind it?
While it’s hard to choose, my favorite piece I’ve ever made would probably have to be the hoodie I recently made for myself. It’s actually the only hoodie I’ve ever made myself. Not everyone is into bright and eclectic fashion the way I am, so I make sure to give my Reworked collection a wide range of styles and patterns when it comes to the materials I use. The hoodie I made for myself is likely my craziest looking piece yet, hence why it’s my favorite. It’s made from two quilts: one I thrifted and the other I was gifted by my husband’s grandmother!
What’s your all-time favorite thrift store acquisition?
I don’t know if I have an all-time favorite yet, but the first thing that comes to mind is this gorgeous vintage black dress that I found at an ARC in Highlands Ranch, Colorado!
What’s your go-to thrift store find?
Skirts! I can find a good skirt almost every time I step foot in a thrift store. I have to restrain myself from buying them now because I’ve found too many!
Why is sustainability such a core part of your brand?
Sustainability is a core part of my brand because it aligns with my values as a person. I believe that while we should consume consciously, you should still find joy in the things you wear. That’s why I love transforming materials and clothing into new pieces. If you no longer love something, change it into something you do!
"Avenue 122 is not only a business but a creative vision, aiming to give new life to old pieces," says owner, Avery Imus.
If your style had a theme song, movie, or tv show, what would it be?
This is definitely a hard one — I’d say the EDM genre as a whole is pretty representative of my style: loud!
Whose personal style inspires you the most?
I have been forever inspired by Lexi Hidalgo’s style. It’s got this beachy, whimsical vibe to it and she never strays away from color. I’ve followed her for years, and she is truly one of my style icons.
What’s something people might be surprised to learn about you?
I paint! I guess this probably isn’t that surprising considering my line of work, but I don’t talk about it all that often.
Whose closet (past or present) would you most love to shop from?
Betsey Johnson has to have some seriously awesome pieces in her closet. I love her designs!
Connect with Avery and Avenue 122 on Facebook, Instagram, Tik Tok, and Pinterest.
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