Introducing '60%', a Fashion E-Commerce Site Specializing in Gen Z which is Popular Among Generation Z

The cross-border e-commerce site '60％' is currently playing a major role in the overseas fashion trends among Generation Z. It is gaining popularity by gathering over 1,000 street brands from 10 Asian countries including South Korea, Indonesia, China, and Thailand.

Its customers, primarily Generation Z, have given high ratings for being able to purchase products not previously accessible through '60％', and for the quick one-week delivery time that alleviates concerns about overseas shipping.

In this article, we interview Nanae Matsuoka, vice president and co-founder of SIXTYPERCENT, which operates '60％', about the company's foundation, its business, and its future prospects.

Feeling the Buzz of Asian Brands, the Company was Founded and Passed 1,000 Brands in Just 4 Years

SIXTYPERCENT was jointly established in 2018 by Taiga Mabe, the Representative Director, and Matsuoka. Why did they launch a fashion e-commerce site specializing in 'Asia'?

"When I was working as the CEO of the Japan branch of a Malaysian street brand, I often visited Southeast Asia for business, and I was deeply impressed by the energy there, which reminded me of the bubble era in Japan. I could vividly see an increasing number of Asian brands emerging.