Rise of Fashion South: 310 Rosemont

Locations in Georgia, Tennessee and Virginia.
$50 - $1,400 

Story by SHEYDA MEHRARA | Photography by BRITAIN BAKER

IT’S NOT VERY OFTEN THAT YOU’LL FIND a store where Blair Waldorf and Dan Humphrey types can shop together in sheer bliss. But 310 Rosemont is just that. Winter Hodges’* most prominent chain of fashion stores, 310, offers brands like Elizabeth and James, Alice + Olivia and Rebecca Taylor for women; Billy Reid, Southern Proper and Vince for men, amongst antique crystal chandeliers and Turkish rugs. Hodges’ boutiques offer these sought-after, high-end designers sans the intimidating sales atmosphere. It’s the ultimate shopping destination whether you’re in dire need of a new pair of jeans or just want to relax with drink in hand over a game of pool — there’s even a “Denim Bar” that serves the fixings for cocktails and coffee while showcasing the latest premium denim lines.

After graduating from the University of Mississippi with an impressive resumé that included becoming the first student body president not to be from the state, Hodges first tried working for Al Gore in Washington, D.C., then decided to move to Charlotte, N.C. to begin a career in real estate during the 1980s. Despite the flourishing accumulation of properties and investments, Hodges still felt something was missing. “No matter how successful I was in Charlotte, I wasn’t on 310 Rosemont (his childhood address) with my family. Thus, the eventual name of the store,” Hodges explains regarding his return to his hometown of Trenton, Tenn. in 1989. “And even though I kept my properties and investments in Charlotte, I opened my first retail store in Trenton. Population of 4,500.”

His first store, Westwin, became the go-to destination for the small town that carried brands that you couldn’t get for miles, like Ralph Lauren and Nike. But there’s a welcoming feeling that Hodges manages to instill in each of his businesses that keeps the clientele coming back and the business venture looking bright, even in the face of his first diagnosis of cancer in the form of man- tle cell lymphoma in 2005. Just a year later, Hodges put cancer behind him and looked to Roanoke, Va., the location that would become the first 310 Rosemont.

These new stores were little snippets of how Hodges chose to celebrate his life and share that happiness with others. Not long after he set his eyes on Atlanta, Ga. as a new location in 2011, however, he was diagnosed with myelodysplastic syndrome, which later progressed into acute myeloid leukemia. Regardless, he continued to find strength in his family and the work he was bringing to fruition, and is happy to say he has been in remission since 2012.

Hodges continues to open stores, adding to his Southern retail reign. In fact, this past August marked the grand opening of his shoe and accessory boutique, William Wren, in Atlanta — his third store in the Virginia-Highland neighborhood. “It doesn’t matter who you interview after this, I don’t think you’ll find anyone any happier to be alive than I am without a doubt.”

*At the time of print, Winter Hodges passed away, but his spirit, courage and integrity lives on. We are honored to share his legacy.