By  on March 10, 2011

Serial denim entrepreneur Scott Morrison is back in the jeans business with a new company, called 3×1. The label will launch with an unusual manufacturing and retail concept: a 7,300-square-foot SoHo space at 15 Mercer Street that will serve as both a production facility and high-end flagship. Shoppers will be able to custom-order men’s and women’s jeans from an extensive range of fabric and hardware options, while observing the production process from behind glass.

This story first appeared in the March 11, 2011 issue of WWD. Subscribe Today.

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