A Revival to Remember

Billy Reid Celebrates 20 Years and the Return of Shindig

By Jordan Staggs | Photography courtesy of Billy Reid

The Shoals Community Theatre, on the corner of Mobile and Seminary Streets in Florence, Alabama, has been a venue for countless film screenings, theatrical performances, concerts, and community events since opening in 1948. But October 12, 2024, was the first time it hosted a world-class, fashion week-worthy runway show for an audience of celebrities, fashion influencers, media, and esteemed guests. This is just one highlight of an incredible weekend hosted by designer and creative Billy Reid, whose flagship clothing store, office, and studio are around the block from the theater. After a half-decade hiatus of his signature event, Reid admitted the number-one question people have asked him over the past couple of years was, “When is Shindig coming back?”

Shindig Revival answered loud and clear.

While Merriam-Webster defines a shindig as “a social gathering with dancing” or “a usually large or lavish party,” Billy Reid and his team built upon and redefined that meaning. During the event’s first ten years, it built a reputation as one of the South’s most stylish and creative social gatherings. The three-day extravaganza comprises a series of concerts, art exhibitions, industry talks, cultural tours, culinary experiences, and more, all curated by Reid and his team. It’s designed to bring people together in the best way, celebrating art and culture while supporting the small community of Florence, the hometown of Reid’s wife, Jeanne. (The couple decided to move out of New York City after the 9/11 terrorist attacks and have raised their kids, Abba, Mattie, and Walton, in Florence alongside Billy’s fashion brand.)

The pandemic necessitated a halt after Shindig 11 in 2019, and other extenuating circumstances, such as navigating post-COVID supply chain issues and a changing production schedule, made reviving it this year challenging. “It’s been a bit hectic,” Reid admits with a laugh, “but it feels good.” He says getting another event under his team’s belt was exciting, especially because it was the first Shindig for many staff members who came aboard in the past five years. “I was excited for our new team members to experience it and make their own stories during Shindig. One of my favorite moments from years past was being in the audience at one of our first Shoals Theatre concerts with my wife and her family—no matter what age, everyone was grooving. That’s what it’s all about. In moments like that, I think to myself, ‘Okay, we’re doing something good here.’”

Long before Shindig Revival, the event and Billy Reid’s presence in Florence and The Shoals area of Alabama helped revive a lackluster downtown area that is now alive with stores, restaurants, bars, and galleries. The University of North Alabama (UNA) has long anchored the downtown district, and thanks to the community’s efforts to revitalize over the past two decades with the help of supporters like Billy Reid, students, visitors, and locals alike have a social hub for great food, nightlife, shopping, and events.

“The city has embraced us,” Reid shares. “It’s mutually beneficial. We’re an anchor business in a small community, and when we see little things continue to grow around town because of something we’ve done, it shows a residual effect of what an event like Shindig can do. It makes me proud.”

The Shindig footprint around Florence and its neighboring community of Muscle Shoals expanded more than ever during this year’s events:

• Guests were invited to tour FAME Studios and Muscle Shoals Sound Studio, made famous in the late 1960s and 1970s for hosting countless hit recording artists, including Aretha Franklin, Cher, Duane and Greg Allman, Etta James, Wilson Pickett, The Rolling Stones, Aerosmith, Bob Seger, Lynyrd Skynyrd, and so many more. Now a popular tour destination thanks to the 2013 documentary Muscle Shoals, the studios have been revived and are still churning out hits from such artists as Jason Isbell, Lana Del Ray, Demi Lovato, and The War & Treaty, to name a few.
• Tours also took Shindig attendees on a mid-century modern architecture journey as they explored the Rosenbaum House. This Usonian-style residence is the only home in Alabama designed by Frank Lloyd Wright, and it’s one of Billy Reid’s favorite spots in Florence.
• Friday’s Welcome Dinner took place at the Kennedy-Douglass Center for the Arts, a historic home-turned-museum a few blocks from Billy Reid HQ. Here, guests mixed and mingled while enjoying libations from Urban Cowboy Public House, Tito’s Handmade Vodka, and Maison Noir Wines, with incredible food prepared by James Beard Award-winning chefs Sean Brock and Adam Evans. The art center also featured a special photography exhibition by Wes Frazer and an interactive tintype photography experience by Blake Wylie.
• Wilson Park in Downtown Florence was jamming Friday night as Shindig’s public concerts welcomed The Brook & The Bluff and SistaStrings to the stage.
• Friday night’s music headliners took over the entertainment back at the Shoals Theatre. Phosphorescent brought the heartfelt mood music before rock duo The Kills followed up with a raucous good time in the historic venue.
• In honor of the Southern college football tradition and UNA’s Homecoming weekend, Billy Reid hosted a tailgate at McFarland Park overlooking the Tennessee River on Saturday afternoon. It featured bites from James Beard-nominated chefs Josh Quick of Odette and Bill Briand of Little Bird. Cocktails flowed courtesy of mixologist Jose Camacho of Adios Bar in Birmingham, Alabama, while guests enjoyed football on the big screen, shopping, and the opportunity to create a custom chain-stitched Billy Reid piece.
• Other experiences around town included late-night dining and music at Odette, FloBama Restaurant, Yumm Thai: Sushi & Beyond, and The Carriage Wine & Market.

Pulling the local community in for Shindig doesn’t end with restaurants and venues; Billy Reid has also upheld a tradition of sourcing models from around Florence and the surrounding area for his annual runway show. “We use ‘real people’ as models—people who the clothes are made for,” explains Reid. “It lends perspective and character to the looks, and we try to do a New York-level runway show here for the community.”

Unique runway venues for past Shindigs have included the Rosenbaum House and a local gymnastics center, but this year’s presentation at the Shoals Theatre takes the cake. Four-time CFDA winner Billy Reid celebrated twenty years in business by showcasing over thirty looks featuring pieces from the brand’s archives and ones that have remained icons throughout the years. “We showed some Fall ’24 pieces as well, creating an opportunity for what’s essentially a theater full of customers to see not only some of our favorites from years past but also what’s in the store now or what will be in the store and online in a couple of months,” Reid says. “People get jaded about runway shows in the industry, so we always try to do something different.” While local models (including Reid’s children Walton and Abba) sauntered down the aisles of the packed theater, guests were enamored with a musical performance by Abraham Alexander. The soulful Texas-based artist also shared stories while performing a set following the runway show.

Reid says that going through his archive of between five thousand and seven thousand pieces in preparation for the twentieth-anniversary show and Shindig Revival was an interesting experience. “Our archive is stacked and packed, and this is the first time we’re allowing the public to browse it—it’s definitely the most organized it’s ever been!” he laughs. “It’s been cool to look back on good times and times we struggled. My wife and I also just moved out of our house of twenty-three years, so there’s been a lot of reflection lately.” Although around half the sample pieces in the archive are things that never made it into production, Reid says he was excited for people to come in during Shindig to tour the small warehouse in the back of the store and see thousands of fabric swatches, men’s and women’s designs, hats, shoes, and more. Some guests even tried on their favorites. “It was a really cool, interactive way for people to come in and see the journey we’ve been on over the past twenty years.”

Shindig guests heard more about Billy Reid’s journey on Saturday morning as Reid chatted with industry icon Fern Mallis, the creator of New York Fashion Week, in an intimate discussion downtown.

Citing post-pandemic supply and production delays as recent catalysts, Reid says the industry has significantly changed since he launched his first brand, William Reid, in 1998. “We’re now working on collections up to two years out, where before it was about nine to twelve months out,” he admits. While Shindig festivities echoed throughout the Billy Reid store and its backroom social venues with cocktails and art exhibits, members of the team were still upstairs in the studio preparing for Saturday night’s runway show and putting the finishing touches on Spring 2025 collections.

“Fashion is also no longer regional,” the designer adds. “Everyone’s wearing the same thing as the internet allows us to see and buy styles in real-time, and the market is saturated. But I never worried about what the ‘trends’ were anyway. My inspiration comes from so many places: I could look at a building and how the beams are crossing and think of that as a plaid, or design a collection around a trip I took to Ireland. We just want to be true to ourselves and our customers, who are looking for something with unique textiles and lines—bold yet wearable, interesting, and something they can wear for years to come.”

There are undoubtedly many more beautiful, timeless designs in the works at Billy Reid, who also recently acquired Knot Standard, a custom clothing producer for men’s and women’s fashions, from suits to performance and casual wear. The company’s Digital Measuring App software is a leader in the industry for helping customers achieve a perfect fit, even just by submitting a few photos of themselves to their style advisor. Custom and tailoring have always been parts of Billy Reid’s business, and this acquisition represents a massive shift toward expanding even further while the brand bounces back and rebuilds offerings in the wake of the global shutdown.

Shindig Revival’s headlining concert brought the main events to a bittersweet ending as guests enjoyed American folk masters Gillian Welch and David Rawlings on Saturday night, but that wasn’t the end. The annual Graffiti Alley Party punctuated an incredible weekend of fashion, art, food, and music. It was a funky way to unwind during what has become a tradition since one of the first Shindigs when a “moonshine-soaked” celebration spilled into the alley behind Billy Reid and started it all. This year’s festive after-party featured drinks, snacks by Soul Wingery, and an iconic rooftop performance by Muscle Shoals and Los Angeles up-and-coming hip-hop/folk recording artist Walt^n (none other than Walton Reid), accompanied by Billy Reid and band members from the Alabama Shakes, Motel Radio, and Carver Commodore.

After a farewell brunch by Odette, Shindig revelers disbanded on Sunday, with many fashion insiders preparing to fly back to New York, Los Angeles, or other destinations with a crew of new friends and a newfound appreciation for The Shoals area. Although it might be a year before this celebration of fashion, culture, and good company returns, rest assured that the arts are alive and well in North Alabama thanks to creative and generous spirits like Billy Reid.

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