By Alisha Proffitt • Photos by Matt Johnson
If you’ve ever visited Rodes for Him for Her you’ve likely had the pleasure of being greeted by Jim Hines. For nearly 60 years, Jim has been a lot more than a style consultant at Rodes—he’s been a trusted guide, a mentor, and a friend to countless clients. His eye for fashion, paired with a genuine passion for helping people look and feel their best, has made him a lasting impression as a much-loved fixture in Louisville’s fashion scene.
Jim grew up in the small town of Auburn, Kentucky, raised by his grandparents. “My grandfather and uncles were sharp dressers,” Jim recalls with a smile. “I believe that’s what first sparked my interest in clothes and shoes.” After serving in the military, Jim moved to Louisville in 1966, hoping to work for the railroad like his grandfather before him. “I passed the written exam but failed the physical. They explained I had a back problem,” Jim shares. “I just got out of the military, I knew I didn’t have a back problem—I had a Black problem.”
It was the harsh and unjust reality of the time, but Jim was determined to carve out a path. Through the unemployment office he found work in the shipping and receiving department at Rodes. Jack Rodes, the store’s owner, saw great potential in Jim, appreciated his strong work ethic and quickly made the decision to promote him to a sales position. “Jack said, ‘We’re going to put you on the sales floor.’ I was the first Black salesman at Rodes.” The transition wasn’t easy. “Some people canceled their accounts when they found out,” Jim reflects. “But others rose to the occasion.”
Jim found a mentor in Jack Rodes, who became closer than just a boss. “Jack taught me so much—not just about the business but about life,” Jim says. “He was like a father to me.”
Throughout his career, Jim has seen fashion trends evolve dramatically. “Back in the ’80s, we had leisure suits, platform shoes, and gold chains,” he says with a laugh. “Now, it’s all about clean lines and tailored fits. I love the way styles are today closer to the body, modern, and minimalistic.”
For Jim, the goal is always the same: to help clients feel confident in their clothing. “You put on a great suit, and you stand out in a room,” he explains. Over the decades, Jim has built lasting relationships with his clients and taken care of some of the biggest players in the city of Louisville and beyond. “Customer service is everything,” he emphasizes. “If you need something, I’ll make sure it fits right, gets altered, and is ready when you need it.” Some of Jim’s most memorable clients have seen his talent for going that extra mile has earned him the trust of families across generations. “I’ve dressed multiple generations of the same families,” Jim shares. “I’ve had clients bring in their grandsons for their first suits.”
Some of Jim’s most memorable clients include Owsley Brown Frazier, whose historical arms museum originally was located in the same building Rodes is in today, longtime client Rick Rowe, as well as Commerce Secretary Larry G. Townsend “Flashy guy, Larry was,” Jim recalls. “He loved life, clothes, cars. He loved everything.”
Jim has celebrated many achievements in his time with Rodes, including his role as an ambassador for Zegna, one of the world’s premier luxury menswear brands. “We hosted Zegna’s most successful trunk show. It made history in the industry, and it was a huge accomplishment for Rodes,” he says.
What at first seemed like a defeat, when Jim was turned away from his dream with the railroad, over the course of time was re-written as a victory for both Jim and Rodes alike. His position at Rodes led him down the path to meet his wife, whom he shares five children with, and a great many friends and accomplishments along the way. Rodes gained a loyal employee who remains a key member of their team, as well as the lasting impression he has made on guests spanning decades.
Jim’s story is a beautiful example of what can happen when we open doors for others rather than gatekeeping them and the power each and every one of us hold, often without realizing it. “This has been a wonderful journey,” he says. “Every generation of the Rodes family has taught me something special, and I’m grateful to Susan and Howard for continuing that legacy. They’ve given me the opportunity to grow and succeed.”
Through it all, Jim remains focused on the heart of his work: helping people feel their best. “The guy buying a pair of jeans is just as important as the one buying a $6,000 coat,” he says. “At the end of the day, it’s about making people feel good in what they wear. That’s what I love to do.”
We wish Jim Hines a very happy 80th birthday this month, and with it a heartfelt “thank you” for his many years of impeccable service to others and impact in the industry. Here’s to many more to come!
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