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Scott Morrison in his shop, which stocks more than 75 varieties of selvedge denim Michael Edwards for Bloomberg Businessweek
Just when the premium denim market seemed to have reached its saturation point, Scott Morrison, co-founder of cult jeans brands Paper Denim & Cloth and Earnest Sewn, has started a post-recession revolution. Morrison’s new venture, the recently opened 3×1, allows customers to commission made-to-order jeans. “We can even make something you sketch on a cocktail napkin,” he says of his appointment-only bespoke service, which starts at $1,200.
Guided by Morrison and a pattern cutter, customers choose everything, including fit, the type of selvedge denim, stitch color, pocket shape, and even buttons. After a full day’s worth of in-house cutting, sewing, and washing, customers return for hemming. The Manhattan shop also sells ready-made jeans (from $295) that can be hemmed and have a new button attached on-site. 15 Mercer St., New York, 212 391-6969, www.3×1.us.
Flint is an editor for Bloomberg Businessweek.
