Online shop ThreadSence (www.threadsence.com), based in Fullerton, Calif., stakes its claim on indie and up-and-coming labels that are as on-trend as they are affordable.

“We wanted to provide a platform for people, including ourselves, to share their love and interest for indie/urban culture,” said Co-Founder and Marketing Director Vu Bui. “One of our primary goals is to showcase indie designers, artists and musicians on our site who find it hard to make a name for themselves otherwise.”

Bui launched ThreadSence in January 2009 alongside Mai and Josh Olivo. Mai Olivo is behind the similarly affordable and vintage-inspired e-tail boutique ShopRuche.com. “We really try to focus on indie, small branded labels or individual designers,” Bui said. “Our pricing points are extremely affordable. For the [higher-priced] indie labels, we keep the pricing points at competitive levels to ensure consumers get fair value.”

Most pieces on the site retail for under $100. Bui said ThreadSence looks to the web to search for its finds, and they’re often highlighted in its “Indie Limelight,” a portion of the site that showcases designers, artists and musicians.

Bestsellers include a knit cardigan by Lucca Couture, which retails for $51; a soft rayon off-shoulder dress by Lamixx, which retails for $34; and a cropped moto vest by Mink Pink, which retails for $78.

Bui recognizes that shoppers want to embrace emerging trends without being dictated by their wallets. The ThreadSence shopper is “someone who scours the Web for trendy and ’now’ looks to add to her wardrobe without putting a dent in their credit card,” Bui said. “The economic climate has changed, and we make sure to cater to the value-driven shopper.”

Among its shoppers, ThreadSence has forged friendships with a number of style bloggers. “We saw the vital role that these bloggers provided to fashion-forward girls,” Bui said. “Social networks allow us to expand on a viral level, while bloggers allow us to make a more personal connection with the everyday fashionista.”

Bui said the ThreadSence team is on the move and plans to set up a showroom space for occasional limited shopping.—Connie Cho