Masters of Bespoke Denim

Why throw on off-the-rack jeans—no matter how premium—when you can wear a customized pair that is yours and yours alone? That was Scott Morrison’s thinking when he opened 3x1, a 4,000-square-foot loftlike space in south Soho that offers shoppers a customized denim experience from start to finish. The name 3x1 refers to denim’s standard weaving construction, the so-called 3x1 right-hand twill, but at this shop just about everything else is left up to the customer.


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