B STONE Co., Ltd. A new fashion brand “ELCHELE” was born from B STONE Co., Ltd. (Minato-ku, Tokyo/Repres entative Director Naoko Kuroishi).

[B STONE Co., Ltd.] A new fashion brand “ELCHELE” was born from B STONE Co., Ltd. (Minato-ku, Tokyo/Representative Director Naoko Kuroishi). ​
B STONE Co., Ltd. Press release: April 2, 2025 A new fashion brand “ELCHELE” is born from B STONE Co., Ltd. (Minato-ku, Tokyo/Representative Director Naoko Kuroishi). “ELCHELE” is the second brand following Ameri.
https://prcdn.freetls.fastly.net/release_image/55880/43/55880-43-c906c1f3b8ec769a652055c062f9fb26-1360×1020.jpg New brand “ELCHELE” 2025 fall/winter visual A new fashion brand “ELCHELE” has been born from B STONE Co., Ltd. (Minato-ku,
Tokyo/Representative Director Naoko Kuroishi). We will announce the 2025 Fall/Winter Collection on Wednesday, April 2nd. ELCHELE, the second brand following Ameri, was newly launched by a team of designers and production managers with experience at Ameri. We will start accepting orders at our online store from Wednesday, April 30th. ELCHELE’s brand concept is “making parts that inherit your
individuality” The 1st collection dares to adopt the theme of “redefinition” to express the brand’s identity. Designer comments “This season, it’s a feeling that exists in my subconscious. Uniqueness. ” Facing it A message of “redefinition” from a female perspective How do people who wear ELCHELE clothes feel and how do they express themselves? I thought about this as I approached my clothes. ” Director’s comment “Because I am good at styling, I would like to grow into a brand that continues to be updated while collaborating with the people who wear it and ideas.” ▪Brand overview/characteristics The brand’s mainstay items are casual and familiar materials such as denim items, cut-and-sew items, and fleece fleece. The brand’s characteristics include specifications and sizes that are centered around women’s clothing, but can also be worn by men. The brand color is mainly green, and the second button features a color scheme. In addition to the main body, only some parts (parts), such as outer sleeves and belt parts, are sold, and the product structure allows buyers to combine them as they like. We offer a design and styling that feels new, yet at an affordable price.
https://prcdn.freetls.fastly.net/release_image/55880/43/55880-43-9d1fa389187a1eef31d3b3f4ade87ebe-1020×1360.jpg New brand “ELCHELE” 2025 fall/winter visual
https://prcdn.freetls.fastly.net/release_image/55880/43/55880-43-728a41658a0905a26888d13eb2f6f688-1020×1360.jpg New brand “ELCHELE” 2025 fall/winter visual
https://prcdn.freetls.fastly.net/release_image/55880/43/55880-43-9ec759c8325de0fd2424bd63da82d26f-1020×1360.jpg New brand “ELCHELE” 2025 fall/winter visual
https://prcdn.freetls.fastly.net/release_image/55880/43/55880-43-c20f2e7061f7f56d8d659070d1a134d3-1020×1360.jpg New brand “ELCHELE” 2025 fall/winter visual ■Brand launch schedule ・Wednesday, April 2, 2025 Official Instagram opened:
https://www.instagram.com/elchele_official?igsh=OTVuY3ZjdXVyamhx ・Wednesday, April 30, 2025 (scheduled around noon) Teaser page opens and sales begin on the brand’s official website:
https://elchele.co.jp/ ・Around mid-August 2025 A launch event including POP UP will be held *Details will be announced on the official website as soon as they are decided. That’s all.