New York – A new denim retailer in Manhattan’s SoHo district enables customers to watch their jeans being made in-store.
3×1 Made Here is named after denim’s standard weaving construction and reflects the store’s artisanal approach to retail. Customers can watch jeans being made by an in-house production team through a glass-walled room. A limited run of 8–24 pieces is made in each style.
‘People love to learn how things are made, at least I always have. There is something magical about seeing the process itself,’ explains 3×1 founder Scott Morrison. ‘Perhaps it’s a sign of the times, but the thought that seems most relevant to me today is one of transparency, value and uniqueness.’
Consumers increasingly expect retailers to be transparent. They are interested in learning not only about the provenance of their food, but about other products too. LS:N Global explored this trend in more detail in our Show Your Working micro trend.