New York shoppers will soon have a new place to buy their Earnest Sewns (

The premium denim company, which launched two new sub-collections, Earnest I Am and AEC&S, for spring 2007, announced last week that it will open its second standalone store, at 90 Orchard Street on the Lower East Side, next month.

The 1,400-sq.-foot store’s interior will be similar in style to the company’s 3-year-old flagship below its headquarters in the Meatpacking District. It will feature a turn-of-the-century “denim heritage” feel that evokes the early 1900s and carry the full Earnest Sewn range.

Scott Morrison, the brand’s designer and president, designed the new shop, which previously served as the visitors’ center of The Tenement Museum.

Unique to the store will an on-site flower shop, run by florist Denise Porcaro, based on an old-school Parisian flower store.

The company says it plans to continue to expand its retail footprint in coming years.