Indigo Child is a hip and new, rock-inspired clothing and lifestyle boutique with a vintage flare nestled in downtown Athens that opened in late October. Morgan Miller is the twenty-five-year-old boss lady, Fashion Merchandising graduate from University of Alabama, and owner/operator of Indigo Child. I met with Morgan to learn all of the inside deets about her unique shop.
Morgan centers her shop around what an “Indigo Child” really is: someone who is creative, influential and ahead of their time. She wanted her store to mimic that vibe and be a laidback hangout for people to shop, listen to music and just chill. Music is one of Morgan’s biggest inspirations and the reason why she brought Indigo Child all the way to Athens.
Widespread Panic, who’s southern rock jams originated out of the Classic City, is one of Morgan’s favorite bands. You could call her one of their biggest fans since she followed them around on tour and collected countless posters that now adorn the walls of Indigo Child.
Old School rock, funky jams and Athens’ notable music scene are essential to and immensely influence Indigo Child’s overall aesthetic. In fact, you’ll walk through their door to find a rustic, wooden stage surrounded by leather couches, floor pillows and comfy chairs to watch and listen to tunes from local bands! Adding an authentic feature, guitars signed by The Beatles, Led Zeppelin and Pink Floyd are mounted and on display beside the stage.
Indigo Child’s clothing reflects their décor to a high degree. Seventies-inspired graphic tees from Electric West and Wildfox, Indigo Child brand’s bell bottoms, leather jackets, bodysuits and far-out rompers from For Love & Lemons can all be spotted hanging on one of their racks. Morgan’s love for rock and its iconic apparel (more specifically, bell bottoms) propelled her to start her own business. One day, she hopes to be at the point where she designs all of Indigo Child’s clothing.
Indigo Child has many unique attributes that contribute to their originality. “Good Karma” is a section of Indigo Child where men and women can shop for hand-picked vintage clothing in almost every size. There’s anywhere from old football jerseys to mom jeans and corduroy cut-offs to Patagonia jackets that await to be discovered in Good Karma.
Indigo Child is even partnering with Georgia brands for the better. Mamie Ruth, a brand based out of Savannah, Georgia and headed by designer and owner, Emily Bargeron, partnered with Indigo Child to benefit Athens’ homeless population. Mamie Ruth donates shirts to Indigo Child who then turns their profits from Mamie’s donated line into food and hygiene goodie bags. Whenever a customer buys a shirt from Mamie’s donated collection, they’ll receive one of these bags to give to the homeless or someone less fortunate. Morgan’s helpful heart doesn’t stop there. Indigo Child will be carrying Happy Feat, a nonprofit organization whose merchandise benefits children and people with special needs.
Indigo Child is also the only brick and mortar store to this date that carries Jimmi wZ leather bags. Morgan worked for Jimmi while she was at the University of Alabama, attending trunk shows and managing his social media accounts. On top of all of this, Indigo Child carries good hYOUman brand and Guat Handmade.
Come by and shop or listen to live performances at Athens newest and grooviest boutique and make sure to follow Indigo Child on Instagram to keep up to date with the store happenings!