Scott Morrison, founder of 3×1 denim, has partnered with Convicts Media to create episode one of a docuseries entitled Common Thread. The series tells the story of the great American blue jean and begins to explore the future of the most democratic apparel product in the world through the lens of the cultures that have been part of its creation and dispersion over the past 140 years.
Common Thread episode one follows Morrison as he travels to Italy to meet with fashion industry icon Renzo Rosso of Diesel, denim producer Candiani, and finishing company Tonello, to explore the historical and current landscape of the industry, innovations in denim production, and the future of sustainable denim.
“This project was inspired by my passion for denim, but also as a reflection on today’s world and the changes taking place around us,” explained Morrison. “It was an opportunity to reconnect with some of my favorite people in the industry, to share the stories of our successes and our struggles, and ultimately begin to share our ideas surrounding what it will take to not only survive but thrive.”
With a focus on Italy’s role as the home of artisanal craftsmanship, luxury fashion, and the birthplace of luxury denim, Morrison addresses the prevalence and nature of multi-generational Italian business, fast fashion’s race to the bottom influence, and what it takes to make high-quality product today.
“The goal of this series is not to tell an entirely 3×1 story; the goal is to tell a holistic 360 story focused on the changes the industry is facing at every level – from development to production and manufacturing to retail,” Morrison added. “This story is relevant for everyone, from industry insiders to consumers, it offers a peek behind the curtain and a chance to understand a bit of the history and what goes into creating the one item we all have in our closets.”
Common Thread episode one is now available to view globally on YouTube. Future episodes are slated to premiere in late 2019 and early 2020 and will take place in Japan and the USA.