Taking his lead from the age-old tradition of tailored suits, designer Scott Morrison is bringing bespoke to the world of denim. In his new store 3x1 Made Here, customers are involved from start to finish in the design and production of their dream pair of jeans, with a personalised design consultation and in-house production facilities.

The store's design also features an in-house sewing workshop, which lets customers see the production process for themselves. Customers can even make an appointment with the man himself and who will personally advise you on your design.

'Some people are drawn to the 65+ selvedge denims they can select from,' says Morrison. 'Others are just looking for a great fitting pair of jeans, while others are coming down because they've heard about this new store/factory/gallery space in SoHo that makes jeans while you watch.'

As we start to see the high street becoming an increasingly prominent force in the world of fashion, we find it interesting that everyday denim is now finding its place in world of bespoke tailoring. We also think the workshop inside the store is a great example of how a retail brand can demonstrate the craftsmanship of its production process.