The (Über-) Jeans Guy

At a new SoHo shop, the haute denim runs $1,200

Just when the premium denim market seemed to have reached its saturation point, Scott Morrison, co-founder of cult jeans brands Paper Denim & Cloth and Earnest Sewn, has started a post-recession revolution. Morrison’s new venture, the recently opened 3×1, allows customers to commission made-to-order jeans. “We can even make something you sketch on a cocktail napkin,” he says of his appointment-only bespoke service, which starts at $1,200.

Guided by Morrison and a pattern cutter, customers choose everything, including fit, the type of selvedge denim, stitch color, pocket shape, and even buttons. After a full day’s worth of in-house cutting, sewing, and washing, customers return for hemming. The Manhattan shop also sells ready-made jeans (from $295) that can be hemmed and have a new button attached on-site. 15 Mercer St., New York, 212 391-6969, www.3×

    Before it's here, it's on the Bloomberg Terminal.