Denim designer/entrepreneur Scott Morrison announced the launch of his new denim brand, 3x1, in 2011. The name is derived from denim’s standard weaving construction, the 3x1 RHT (Right Hand Twill). ‘3 by 1' also represents Morrison’s third concept/founding of a jeans brand. His first company, Paper Denim & Cloth, launched in 1999 and proved to be at the forefront of the premium denim market. His second denim brand, Earnest Sewn, launched in 2004, and was one of the first to focus exclusively on American heritage products and incorporate 3rd party brands and strategic collaborations into his retail concept.