WHO: Scott Morrison, confounder, president, and designer of Earnest Sewn and the new higher-end collection An Earnest Cut & Sew. MISSION: To add polish to rustic American Denim. "Something people call our aesthetic 'dust-bowl chic,'" Morrison says. TRADING POST: The New York City store also sells clothing and beauty products handpicked by Morrison. "It feels like walking into an old general store, but a little glossier," he says. WHAT:MALIN+GOETZ Peppermint Shampoo.- MOLLY FRIEDMAN.