From Paris and other European capitals to New York, this recently opened store has the hat, the shirt, the shorts and the shoes for the elegantly-dressed man who’s got flair, or the high fashion guy who likes well-made clothes and has an eye for detail.

Branded Lyfe in The Washington Mall on Washington Lane, which opened on January 30, has a strong street feel with clean, contemporary lines and plenty of light which bathes its dove-grey decor. Industrial steel gates are used as hanging racks for the clothing and hats on display. Upbeat, energetic music plays in the background while music videos play on a large screen above the cash register. “Street Chic,” explained owner Jamela Daniels, whose partner and sister, N’Kechi Daniels, runs this shop. Upstairs, also on Washington Lane side of the Mall, is Guilty Pleasures, a second business in the group, geared primarily to teenage girls.

The sisters came to the industry from different angles. N’Kechi explained: “I’ve worked in retail,” while Jamela added: “I went to school for fashion merchandising. N’Kechi has the practical experience while I have the book smarts! It really works well,” she said.

Their new store is geared to teenagers and young men, and to their fathers.

Jamela explained why they decided to open this new clothing store. “A lot of girls were coming into Guilty Pleasures with their boyfriends or fathers, who said they needed something just as unique for the guys. Something a little different. So, in Branded Lyfe we have street to Euro style,” she said. “Brands from the East Coast, and some from Paris.”

Details are important, as well as bold prints. Several pieces are the result of a printing method called sublimation, which uses heat to transfer dye onto materials.

The sisters explained the difference between European clothing and American lines is found in the details, as well as the choice of subject matter in the prints. “European lines tend to be a bit more risqué,” N’Kechi explained. Illustrating her point, one shirt’s sublimated print depicts marijuana leaves. As well: “Tribal prints are trending.

“We pride ourselves on our detail,” she said, showing a solid toned golf shirt from Paris men’s shirt designer Maceoo, with it’s sleeve neatly cuffed with a patterned fabric.

A T-shirt from Moss could be a tribute to Andy Warhole with a soup can depicted on it. Other shirts feature the trending tribal prints.

Branded Lyfe also carries the popular oversized, or board, shorts, that come from both sides of the Atlantic. The European shorts are cut in a slimmer line than their US counter parts, the sisters explained. Pair them with a boldly printed T-shirt for a relaxed look, or with a more conservative shirt and you are ready for work. Some shorts come below the knee, while others are cut to sit above the knee.

And it’s summer. Branded Lyfe also carry solid black swimming trunks — change the pocket, which is affixed with Lycra and comes with a couple of options, and you’ve got a whole new look.

“We cater to someone who has a big personality with the big graphics, and an outgoing personality. Everything’s got some sort of detail, whether it’s a pocket square, a collar or cuff,” explained Jamela.

Branded Lyfe also sells shoes, and its line comes from Bedstu. Made in Mexico, these shoes have the appearance of being handmade from the curing of the leather to the stitching, and run to size 12. They come in a variety of styles, suitable for the office, a day out in the boat, or for casual wear.

The fodora hat remains in style thanks in part to Pharrell Williams, and the selection here comes in a range of sun-blasted bright colours. A wide range of always-popular snap back caps from both Premier Fits or King are on display, and they come in everything from snakeskin to camouflage and tribal print detailed ones.

“Our socks are really popular,” said Jamela. “Sublimation prints, all throwbacks — Scarface, Biggie, or The Notorious B.I.G., and Marilyn Monroe,” who has tattoos and a heavy gold chain in this rendering, are featured.

As well, at Branded Lyfe, there are Jesus pieces — large pendants on heavy chains made popular by sports and music stars — for sale. And they also sell a line of unisex cologne, with fragrance notes that range from musky to citrus, to wood.

Prices range from $38 for a T-shirt or $48 for a hat, to $110 for some of the pieces from Paris. “A lot of the prices are in line with the US pricing, and some pieces are cheaper than you could buy them in Paris,” said Jamela.

Sizes run from extra small to 2X Branded Lyfe is open from 10am to 6pm from Monday to Thursday, and from 10am to 8pm on Fridays and Saturdays.

“Occasionally we will do happy hour — especially for the Cup Match season!” said N’Kechi.