Fri, Oct 04, 24
After being invited by our good Swedish friends at Indigofera to visit them while Mats and I were both hanging out in NYC, I made my way up to Broadway in Manhattan to check out 'The NEWS' Showroom. While waiting for the elevator, a lovely lady walked up and opened the doors. As with any true elevator experience, a slightly uncomfortable chat occurred but, within moments, it turned into a lovely conversation. This lady turned out to be the owner of the well-known New York institute, 'The NEWS' Showroom! A location where, since the 2000s, many well-known and also up-and-coming smaller brands have been represented by NYC's best agents. After a guided tour through her wonderful space, I was left surrounded by spectacular brands like Visvim, Re/Done, Indigofera, Nicholas Daley, 6397, and many more.
Read a short interview we did with Stella Ishii of the NEWS Showroom and her amazing brand, 6397.
An interview with Stella Ishii
1. When I visited your showroom in Manhattan, NYC, you gave me a tour of your wonderful space. How did you come to open your own showroom and start working with beautiful brands like Visvim and many more that you feature?
Yikes, this question takes me back so many years. It was in 1994 when I opened a
fashion showroom called Staff USA. I wasn’t the owner of Staff USA but was hired by Staff International in Italy (a manufacturer and holder of several fashion licenses) to open and build a New York operation through which their brands could be introduced to the US market. Fast forward to 2001. Staff International, which included Staff USA, was acquired by another Italian company. At that time, I decided to branch out and begin my own company/showroom/agency. That was the beginning of News. News for me represents and means North-East-West-South, and I wanted to work with interesting brands from around the world. Step-by-step we (my staff and I) built the showroom that we have now.
2. What is the story behind the founding of 6397, and what inspired you to start the brand?
When you work with brands to build their businesses, you can’t help but get involved in the creative process that goes into it. After many years of working with very creative designers and their teams, I began to feel “maybe we can do this too”. And we did it! What inspired me was the trust my staff had in me and in this project that we could do it. That was BIG.
3. Where does the name 6397 come from?
The keypad of my phone. 6397 is NEWS which is the name of my company.
4. How would you describe your personal style?
Simple, practical, & independent.
5. How does denim fit into your everyday wardrobe?
I wear denim almost every single day – whether jeans or an old jean jacket - it’s just part of who I am. I started wearing jeans as a teenager in Japan, which at the time was viewed as somewhat rebellious, so denim feels very familiar, comfortable and authentic for me as an individual, but still - at least for me – denim conveys a sense of defiance.
6. How does your personal style influence the designs and overall vision of 6397?
Well, denim is a big component of every collection. And, I hope each season that the clothes will convey a sense of integrity while managing to remain distinctive within a crowded and sometimes fickle marketplace.
7. In what way does New York play a significant role for the brand?
The city always inspires me – its never-ending and unapologetic stream of people,
sounds, and images that I encounter every single day – New York is constantly
fascinating and challenging.
8. 6397 celebrates individuality and community. How do you translate these values into your designs?
I hope the clothes we make will have their own authenticity, that is to say, a genuine
feeling of ‘realness’ that people everywhere will understand and can relate to. If you
start from a good place then everything else will follow.
9. What does "timeless fashion" mean to you, and how do you ensure your pieces remain relevant across seasons?
Timeless is something solid that you can always go back to, like a touchstone;
unswerving, reliable, and it’s consistently there for your needs. I hope that this is the
role that clothing from 6397 will play in a woman’s wardrobe.
10. In today's fashion landscape, sustainability is crucial. How does 6397 approach sustainability and ethical practices?
We only work with fully certified factories. We are working on sustainability – to be very thoughtful about the materials we choose – we strive to use organic or recycled fabrics where we can, as well as using biodegradable materials where possible. Also - we try to sample less and use environmentally friendly dying practices.
11. What have been some of the biggest challenges and successes you've encountered while building 6397?
The covid years were very, very challenging. For success, I can think of when we first began and there was such a positive response to what we were trying to do – it made me feel that we were on the right track and that my instincts were correct.
12. Looking ahead, what are your goals and visions for the future of 6397?
Really to just keep going and to continuously grow and expand as a brand.
13. What advice would you give to aspiring fashion designers who are looking to establish their own brand?
Be true to yourself.
It's truely amazing to offer a brand such a 6397 at our Tenue de Nîmes store. Shop the new Autumn / Winter collection now online or in-store at Elandsgracht 60!
