As a co-founder of Paper Denim & Cloth and Earnest Sewn, Scott Morrison established himself as one of the first designer-jeans gurus in the nineties. This Thursday, he’s launching a new project, a 7,300-square-foot bespoke-denim studio in Soho. Rather than churn out a spectrum of cookie-cutter blues, 3x1 (15 Mercer St., nr. Canal St.; 212-391-6969; by appointment only until 5/19) will produce around 6,000 pairs a year, all hand-cut and -sewn by eleven in-house seamstresses (pictured). Shoppers can commission jeans from scratch, picking from more than 75 bolts of Japanese, European, and American denim, or choose from (almost) ready-made pairs, all of which come with unfinished hems that are sewn on the spot (from $295).