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Scott Morrison’s Journey Back to Cool

To Scott Morrison jeans are the most democratic clothing in the world, and it pains the founder and president of 3×1 to operate in what feels like a “race to the bottom” as shoppers demand cheaper and faster products.

To rekindle his inner denimhead, Scott traveled to where his passion first began: Italy. There, he talked with Diesel’s Renzo, Stefano and Andrea Rosso to explore the irreverent brand that “dripped with cool” when Scott was a kid.

Read more at Carved in Blue.

This article is one of a series on Rivet from Lenzing’s Carved in Blue denim blog. From conversations with the experts behind the mills that make some of the world’s most-wanted denim to the global brands bringing novel denim made with TENCEL™ Lyocell and Modal branded fibers to the market, Carved in Blue shares the stories of those whose roots run deep with denim. Visit