Label 6397 launches e-commerce site

Stella Ishii is moving her business in a new direction. Founder of The News showroom is delving into direct-to-consumer as a fresh part of her strategy.

Known for the label 6397, Ishii has built a reputation for a contemporary, jeans-focused line. The ready-to-wear label also consists of high-quality knits and t-shirts. Now, moving into new territory, Ishii has decided to launch an e-commerce platform for the brand. The site will allow customers to buy the merchandise seamlessly. The site will show off the label’s apparel including denim and casualwear. This serves as a change for Ishii as the brand has mostly been operating dependant on its wholesale business for its showroom. Expanding the label beyond the physicality of a bricks-and-mortar, 6397 is moving forward with its direct-to-consumer website launch.

At the moment, 6397 does not have any physical stores. Although the e-commerce site will launch as a way to help benefit the overall brand, it's not intended to replace the wholesale business. The American brand will retail its effortless, traditional pieces ranging in price from approximately 95 to 425 dollars. The e-commerce site is currently available now at 6397news.com.