Nov 16, 2017 | By Lourdes Linares
Get more Denim insights as a WGSN subscriber
Scott Morrison is a big name in the denim business. If you don’t know him, he co-founded both Paper Denim and Cloth and Earnest Sewn, and is the former CEO and creative director of Evisu, which he left last year.
Well it didn’t take him long to start up his new denim venture with co-founder Eric Rothfeld: (3X1) a new denim brand with a difference. The name is derived from denim’s standard weaving construction, the 3×1 RHT (Right Hand Twill). The ‘3’ in (3x 1) also represents Morrison’s third founding of a jeans/clothing brand. We reported about it in our News section last month, but at that point there was just one image of the 7,300-square-foot space in Soho at 15 Mercer Street. Now, thanks to Denimology, we have more info and some detail shots of the project:
Instead of a run of the mill store, (3x 1) will showcase their products in a retail/gallery space, complete with a jean manufacturing facility at its heart housing twenty-two sewing stations (including 11 single needle machines), an area for applying finishes, a washing facility, a showroom, and offices. Shoppers will be able to watch the sewers, cutters, patternmakers, and designers at work in the store and gain a better understanding of the work that goes into creating, developing and producing a pair of jeans.
(3X1) will be offering men’s and women’s denim products in strictly limited numbers – each style will have a small run of between 12 – 100 pieces. There will also be a bespoke denim service where customers can choose from a large selection of raw materials (75 choices of selvedge denim for men and 30 varieties of denim and twill for women) and then work directly with designers/patternmakers to produce their own unique pair of jeans.
“People love to learn how things are made; there’s always something magical about seeing the process itself. And perhaps it’s a sign of the times, but the thought that most resonates with me today is one of value, uniqueness and transparency. To facilitate this vision, (3x 1) incorporates each of the processes of design, patternmaking and sewing quite literally within a modern gallery/retail/work space. It’s a bit like looking into Santa’s workshop,” says Morrison.
The store itself opens at 15 Mercer Street in Soho in May 2011, but private appointments are being taken from April. In addition to (3x 1)’s line of men’s and women’s denim, bespoke jeans, and fashion accessories, the store will also offer select brands, products, and items that share the same ideology regarding quality, attention to detail, and uniqueness. We can’t wait to see it and will naturally be reporting back on the launch.
Know what’s next. Become a WGSN member today to benefit from our daily trend intelligence, retail analytics, consumer insights and bespoke consultancy services.