3x1 longjohn

3 X 1 Store New York Presents Common Thread #1

Since 2011, Scott Morrison runs his 3 x 1 denim retail experience store in Manhattan’s Soho District in New York. The denim store and part gallery space have a complete jeans manufacturing facility at its center. Shoppers can watch jeans being constructed from start to finish behind three glass-walled rooms within the retail store. Sewers, cutters, pattern-makers, and designers are all completely immersed in their process, offering customers a one of a kind perspective and experience into how jeans are designed, developed and produced.

Italian Denim Craftsmanship

Presented by Convicts and Common Thread, Scott Morrison gives us an insight into his search for authenticity and sustainability in the rapidly changing world of denim. Equally rooted in tradition and evolution, the first episode took him first to Italy, home of Diesel jeans where you can see their HQ and huge denim archive, at Candiani mill you can see how they make sustainable denim fabrics, and at Tonello you can see the latest garment finishing technologies.

In this episode you will see the founder of Diesel, Renzo Rosso and his sons, Alberto Candiani from Candiani, and Alice Tonello from Tonello in the more than 25 minutes mini documentary. It gives you a perfect insight into the Italian denim craftsmanship. Looking forward to the next episode!

Watch the first episode of Common Thread: Italy a film on travel, Sustainability and the history and future of blue jeans here;


Written by Wouter Munnichs
I'm the founder of Long John. Next to running this daily magazine, I'm working as a freelance denim specialist for the industry. Titled as 'Denim Influencer 2020' by Rivet 50. Celebrated my 10th anniversary with Long John in 2021.