ELCHELE is a fashion brand launched in Tokyo in 2025 by B STONE Co., Ltd. The company’s Representative Director is Naoko Kuroishi. As the company’s second brand, following Ameri, it involves designer Ayaka Nagashima, director Shiori Okada, and others. Centered on familiar casual materials such as denim, cut-and-sew fabrics, and loopback fabric, the brand offers clothing primarily for women, with designs and sizing that men can also wear. Its brand concept is “creating ‘parts’ that carry on your individuality,” and its 1st collection was themed around “redefinition.”
Concept
Creating “parts” that carry on your individuality