Seven years ago, Scott Morrison founded in SoHo his third denim brand. And so, in one of the coolest neighbourhood in New York City, 3×1 was born. Californian origins, a strong passion for skateboarding and golf and a desire to carve out its own space in the clothing business. When at the University of Washington, Scott Morrison knew that denim would represent its future. But the question was “How can I make a difference in the market by offering consumers a totally original product?”. Working on ‘quality and tailoring’, thought the Creative Director of 3×1. In short, something unthinkable for such an “inflated” garment, but for this reason, ingenious. The success of this denim wear brand sees its roots in this brilliant idea. The most famous international stars, from Rihanna to LeBron James, were literally conquered.
At number 15, Mercer Street in Manhattan, in the 3x1studio and flagship store, skilled tailors create perfect fitting jeans using canvases and details of the highest quality. Whether it’s ready-to-wear, a limited edition or unique piece entirely made-to-measure, every 3×1 piece can be easily recognized at first glance. As the new collection launched for Spring-Summer 2018. Next to classic denim styles decorated with fringes or rips, there lots of space for skirts and shorts with a vintage allure and raw edges. There are also jackets with metallic details, dresses and dungarees. A tip on colour? For next season, 3×1 relies entirely on indigo blue.