Phillip Lim and his partner and chief executive officer Wen Zhou chose to hold their 3.1 Phillip Lim pre-fall appointments for press and retailers at their store on Great Jones Street, a symbolic shift of venue for the brand. "The word is transformation," Lim said. Like many others in fashion, Lim has been reevaluating his working ways. "As a brand, we've been going through a shift in terms of what's important to us, meaning a more conscious way of working. I call it 3.1 Sustainable Balance because it's about giving the customer the promise of expanding her wardrobe while bringing in more sustainable clothes a more sustainable way of working. At the end of the day, I have to make clothes.