Why Nike Picked This Tiny Atelier to Make Its Denim Shoe
3x1 usually makes $1,200 bespoke jeans, but it has a long history with the athletic-wear giant.
3X1
Source: 3X1In the back corner of a clothing boutique in downtown Manhattan, past the bolts of denim hanging from the wall, eight tailors and one cutter are at work sewing custom jeans. Each will make just two or three pairs in a day.
The shop, called 3x1 (three-by-one), has intrigued shoppers and industry insiders alike. It is known for experimenting with selvedge denim sourced from mills around the world and for playing with new designs. Fans include professional athletes such as Lebron James, Tony Parker and Victor Cruz, whose superhuman physiques are ill-served by off-the-rack denim. A fully bespoke 3x1 pair can run upward of $1,200, but there are other ways for a high-end label to gain exposure to new shoppers.