Natalie Chanin, the acclaimed fashion designer, guides a few visitors through the historic Dr. Pepper bottling plant in her hometown of Florence, Alabama.

Florence provides an ideal backdrop for Natalie Chanin's fashion endeavors, thanks to its rich history and close-knit community. Chanin is repurposing the century-old bottling plant into a hub for her sustainable, organic-cotton clothing brand, Alabama Chanin. This new studio and factory will feature a retail shop, office spaces, workshops, and potentially a café, aiming to revive the local spirit of “Alabama’s Renaissance City.” The initiative seeks to integrate craftsmanship into the daily lives of Florence’s residents, fostering a community where artisans are valued as key contributors to the cultural and economic landscape.

Chanin's return to Florence in 2000, initially for a short-term project, became a long-term commitment. She had planned to produce a 200-piece collection of recycled T-shirts for New York Fashion Week and needed skilled sewers and quilters. Placing an ad in the local paper, she was met with an overwhelming response that revealed a wealth of traditional craftsmanship in her hometown. This project grew into Alabama Chanin, now an internationally recognized brand. Chanin, who lives in Florence with her teenage daughter while her son works as a chef in North Carolina, has turned her business into a symbol of the town’s cultural heritage and sustainable growth potential.

Growing up in Florence, Chanin developed a strong commitment to sustainability, influenced by her grandparents who lived off the land and crafted their own goods. This ethos is integral to her work and drives her to preserve and promote traditional textile techniques through Alabama Chanin, The School of Making, and Project Threadways. These initiatives have inspired a new generation of artisans, highlighting the significance of sustainable design and handmade craftsmanship. In January, Chanin transitioned her businesses to operate under the nonprofit Project Threadways, ensuring the longevity and impact of her work. This strategic move aims to weave her sustainable practices into the fabric of the community, leaving a lasting legacy in Florence and beyond