Jean Therapy

For some people, getting the right pair of jeans is tantamount to finding the right watch, right car or in some cases, even the right mate. Taking this into account, Scott Morrison – the man behind jeans powerhouses Paper Denim & Cloth and Earnest Sewn – launched 3×1, a denim brand that caters to connoisseurs. Located in NYC’s SoHo district, the 3×1 store is part retail space, part gallery and part factory, housing some of the world’s most premium denim reams.

Each pair of 3×1 jeans is created on site and tailored for the customer as Limited Edition, Custom Made or Bespoke. Limited Edition refers to the styles on display in runs of 8,12, 16, or 24 to be hemmed and finished with a button and rivets of the customer’s choosing. The Custom Made option includes time with a fit expert to determine preference of back pockets, fabric and thread theory. A bespoke denim service is also offered, where aficionados work individually with Morrison and his pattern-maker to create their own pair of jeans from start to finish. The fabric selection offered to customers consists of more than 60 unique selvedge denims from around the world for men, and as many as 50 varieties of denims and twills specific to women.

Life+Times stopped by the space to explore the process. Here’s a visual guide to experience.

3×1 is located at 15 Mercer St. New York, NY 10013 Denim prices are: $295-475 for Limited Edition (Ready-to-Wear), $525-775 for Custom Made, $1200+ for Bespoke.