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Brief Published: 7 Jun 2011

3x1 Store, New York


Combining production facilities and a retail outlet within one space, 3x1 – the latest project brought to life by serial denim entrepreneur Scott Morrison (Earnest Sewn and Paper, Denim & Cloth) – can now lay claim to its very own concept store in the heart of New York City.

The 7,300 sq ft flagship is spread over two floors at 15 Mercer Street. The ground floor will be home not only to its own product range, but also 22 sewing stations (in use), offices and a wholesale showroom.

Taking the trend for bringing workshops and sample rooms onto the shop floor (as discussed in our report Slowing the Retail Journey) to the next level, 3x1 allows shoppers to custom order jeans from an extensive range of fabrics and hardware options, while observing the manufacturing process from behind glass.

Supporting the notion of greater visibility as a form of valid retail entertainment, Morrison’s business partner Eric Rothfeld commented: “We’re not going to rush you to buy a jean. We want you to spend as much time as possible in the store.”