Named for the numbers that spell the word “news” on a telephone keypad, 6397 is a year-old collection of women’s denim and comfortable tops. It is collective project by the gals at The News sales and PR showroom in New York, owned and run by Stella Ishii. It aims to offer “a wardrobe of essential pieces, free from unnecessary detail and inspired by what girls here like to wear,” explains The News’ Jessica Tunstall. Launched for s/s 2013, it has five main styles of denim (made in LA with Japanese and Italian fabrics) along with a new “twisted seam” model. Tunstall describes the overall aesthetic as “grown up streetwear for the young and the young at heart and the embodiment of effortless style with a with a boyish spirit.” Some of 6397’s key accounts are Ikram, Maxfield, United Arrows and soon, Barneys New York. The jeans retail for $245 to $325; cotton-cashmere tees are $250.