3X1 NYC
YEAR:
2022
CATEGORY:
BRAND IDENTITY
3x1, pronounced “Three by One,” was launched in 2011 by denim designer and entrepreneur Scott Morrison. The name is derived from denim’s standard weaving construction, the 3x1 Right Hand Twill. Acquired by the Italian high-contemporary fashion production and distribution group Instyle Group, the brand was reintroduced as 3x1 NYC, preserving its New York roots. Inspired by the grit of New York City and Italian sophistication, the refreshed brand identity refines its logotype, key visuals, and type treatments—honouring the brand’s heritage of luxurious, tailored denim while emphasising the craftsmanship of Italian-made jeans.
REDEFINING DENIM
Founded by Scott Morrison, a pioneer in the denim industry, 3x1 redefined denim by elevating the production process to its highest level of refinement. With its NYC store/atelier, 3x1 offered a bespoke denim tailoring experience: crafting customers’ ideal jeans using the finest fabrics and hardware available.
HONOURING THE LEGACY
While staying true to its mission of crafting the world’s finest jeans, 3x1 NYC has expanded beyond bottoms to offer a complete denim wardrobe. Now entirely made in Italy, this evolution is reflected in a refreshed brand identity: subtly luxurious yet deeply rooted in the brand’s technical excellence.
FASHION FORWARD
3x1 built its legacy on crafting the perfect bespoke jeans. While its denim was of the highest quality, the offerings were limited in style and fit. Now, 3x1 NYC expands into a complete denim wardrobe—infused with Italian sensibility and defined by timeless sophistication. This evolution is reflected in the refreshed visual identity, which extends beyond the logo and hardware to commercial materials, including labels, tags, packaging, and an updated approach to hardware to adapt to the brand’s renewed vision.
THE X-FACTOR
Inspired by the significance and technical precision of the "X", which in denim-making represents the division of the number of warp threads and the weft thread, the hardware design draws directly from the "X" in the logo.
SPRUCED-UP KEY VISUALS
Once centred on the in-store bespoke denim experience, 3x1 NYC has now expanded globally, embracing a fashion-forward identity. The brand’s new key visuals reflect this evolution, embodying quiet luxury with a nod to Italian minimalism.
