Phillip Lim in expansion

For a relatively young company, 3.1 Phillip Lim is growing fast. The label currently has six

stores worldwide, and an Asian expansion plan is on the horizon. By 2016, there are plans to open 15 more stores in China alone. But today, one of his top stores reopens with a new and improved design: the online flagship at 31philliplim.com.

“We really wanted to merge the brand experience with the online shopping experience seamlessly—so the site has surprise content, a personalized touch with the dressing room, and ‘3.1 World’ so that guests can really get an insight into what we do and where it comes from,” says Lim “It’s quite daunting as it is the first time we have opened up in this way.”

The 3.1 World section now includes photos and video from behind the scenes at the company, including an extensive archive of images by Lim’s longtime collaborator, But Sou Lai. A new 3.1 Tumblr is integrated into the site, offering a digital inspiration board for the designers and customers alike.