Tonello Blog

The latest news from Tonello: an online journal, full of useful information, technical suggestions, creative ideas.


Common Thread: Italy

Common Thread follows Scott Morrison, founder of 3×1 and America’s foremost denim guru, on his search for authenticity and sustainability in the rapidly changing world of denim. Equally rooted in tradition and evolution, Scott’s exploration took him first to Italy, home of the generations of artisans who elevated jean-making from a craft to an art.

Tonello Common Thread

This 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.

Episode 1 follows Scott Morrison, founder of 3×1, 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.

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.

“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,” said 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”.


The full episode is available on the Convicts YouTube channel. Future episodes will be filmed in Japan and the U.S. through 2020. Stay tuned!

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