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Serial denim entrepreneur Scott Morrison is at it again. He's the co-founder behind both Paper Denim and Cloth and Earnest Sewn, and was CEO and creative director for Evisu before they shuttered their US business and moved the entire operation to Hong Kong. Now, he's launching a new line of denim called 3x1.
The concept is a little outside the box: Morrison and co-founder Eric Rothfeld will occupy a 7,300-square-foot space in Soho at 15 Mercer Street that will act as both a production facility and a shop, offering a behind-the-scenes look for the voyeur in all of us. Shoppers will be able to customize their denim from a range of various fabric and hardware options. Then, from behind a glass wall, they'll watch their personalized jeans being conceived before their very eyes. Let's call this the epitome of denim porn.
While their Mercer Street spot is still under construction and won't open until May, the two-floor denim empire will be home to 22 sewing stations (including 11 single needle machines), an area for applying finishes, a washing facility, a showroom, and offices. Don't get carried away, though. Depending on your level of denim personalization, your newest pants can end up costing you upwards of $800.—Yale Breslin
· Scott Morrison, Eric Rothfeld Launch 3x1 Denim [WWD, subscription req'd]