DENIM ON DECK: Scott Morrison To Resurface In SoHo With 3x1 Denim
March 10, 2011
You can easily be forgiven for not knowing who Scott Morrison is, but if you have been even mildly interested in jeans over the past decade, you are probably familiar with the brands Paper Denim & Cloth, Earnest Sewn and Evisu. Morrison co-founded the first two, and was most recently brought in to revamp the third, until its owners decided to return its design headquarters to Hong Kong.
Faced with time for new opportunities, “I didn’t just want to do another jeans line. I wanted to do something unique and special,” Morrison tells WWD. He went on to start yet another Jeans line, but this time with a more customized twist. When 3x1 opens in SoHo, a retail store, production facilities and showroom space will all be under one roof. Customers will be able to have custom ordered jeans made on the premises in a variety of materials, washes and hardware choices at prices reaching $800 or more. For those somewhat less inclined to invest so heavily, ready-made styles for men and women will be available starting at $295 which will include an on-site, while-you-wait exact hemming, a welcome feature for anyone tired of buying premium denim only to have to wait to have them shortened, often improperly. clearly Morrison is not among those who think that premium denim retail prices have hit a price resistance ceiling over the past couple of years.
3x1 (named for a type of denim weave) is set to open at 15 Mercer Street in May.
295$ for a pair of jeans? that's just totally retarded.
Posted by: Mark Bronson | May 14, 2011 at 05:22 PM