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STIFF DRINK: Earnest Sewn president Scott Morrison is busy transforming the old Town Tire building in L.A. into his fourth company store, set to open in February. But this past fall he took time out for his first outside design project: creating the whiskey lounge in New York’s Milk Studios. The lounge is a dramatic counterpoint to Milk’s stark, modern photo studios, as it follows Earnest Sewn’s signature rusticated design aesthetic. The floors and walls are fashioned from salvaged wood, the windows come from an old Remington Arms munitions plant and there’s a vintage zinc bar that serves Pabst Blue Ribbon and Newcastle Ale on tap, as well as a variety of whiskeys. “We didn’t want this place to look like an Apple store,” explained Mazdack Rassi, creative director of Milk Studios, of the decision to partner with Earnest Sewn. (The two companies are Meatpacking District neighbors.) “We wanted something completely unexpected. This place has become a hangout for photographers who work here like Terry Richardson, Ben Watts and Greg Kadel.” Despite the cozy feel of the lounge, there are plenty of cutting-edge tech tools nearby for Milk Digital clients. Firewire ports abound to plug in laptops, and a sliding barn door opens to reveal a 60-inch Pioneer flat screen to review the results of shoots.

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