Combining the quality and fit of a tailored suit with the everyday wearabilty of jeans, 3x1 is the new name in luxury denim. This season, the new M5 collection pairs innovative silhouettes and constructions with a fit designed for the active modern man.
Words and Photography by HYPEBEAST
Inspired by his first pair of Japanese selvedge jeans back in college, Scott Morrison is what you might call a denim aficionado. He started his career in premium denim at two of America’s most era-defining brands, Paper Denim & Cloth and Earnest Sewn, before moving on to his new venture, 3x1. Named after the standard ‘3x1 Right Hand Twill’ weaving construction, the brand aims to provide unrivalled quality and houses the world’s largest collection of selvedge denim at its flagship store in New York.
On October 10-12, Lane Crawford will be hosting special events at its Hong Kong and Shanghai stores, giving you the chance to customise your very own pair of 3x1 denims. Choose from one of three fits and eight different customisable options such as wash, fabric and thread, while a trained pattern-maker walks you through the process of making a one-of-a-kind pair of jeans. After confirmation, your order will be placed on-site and sent overseas, where your jeans will be made in-house at the 3x1 shop on 15 Mercer Street in New York before being shipped to you.
October 10 – Lane Crawford ifc mall
October 11 – Lane Crawford Canton Road
October 12 – Lane Crawford Shanghai Times Square
What inspired 3x1?
3x1 was a passion project at first, as I wanted to build a concept shop that no one had ever seen in the denim industry. I wanted to revolutionise retail by putting the factory in the shopping space, and inspire people to get creative, appreciate the transparency of our process and tinker in our world of design.
Describe 3x1’s signature jean fit.
Our fits are all designed for today's modern guy; clean construction and minimalist detailing like our selvedge back-pocket design and our 'V' back-centre belt loop. My personal favourite is the M3 or M5 fit – slim straight legs.
What exactly is selvedge denim and what makes 3x1 denim fabric so unique?
Selvedge denim is created on a shuttle loom and has always been considered the best denim in the world. At 3x1, we exclusively develop and manufacture using selvedge denim, twills, chambrays and corduroy fabrics all woven on shuttle looms.
How do you select the materials and dyes to use in 3x1 jeans?
There are very few brands buying or creating denims the way that we do. We work with different mills to buy and produce the denims for 3x1. That said, the denim itself is only half the story. The fit, the way a 3x1 jean is made, the details in our construction and finish, all contribute to the end product. It's the sum of all parts, each dependent on the other and, when combined, simply the best.
Why is the concept of Made in USA so important to 3x1?
Jeans were born in the USA and earned their place as an American icon so it's only natural that the world's first luxury denim concept, 3x1, is based in the country that started it all.
Can you describe the 3x1 store on 15 Mercer in New York City?
The shop is our home, our
headquarters and our heart. It's our atelier and our retail shop. We have 32 machines in operation, 22 sewers, two staff responsible for cutting, two pattern makers, one tech designer, and four people in finishing and pre-sewing.
What makes denim such a wardrobe essential?
You can take a great pair of jeans anywhere, any time of year. Next to a great black or white T-shirt, it's the most versatile piece of clothing in any man's wardrobe. Note the word ‘great’ – the jean needs to be slim, flattering, and fitted correctly.
What are your tips on caring for denim?
My tips are simple: don't fold your jeans, hang them and if your goal is to keep them dark, limit the amount of times you wash them. My rule of thumb is that I never wash in the first 60 days. Ever.
