New Superdry boutique keeps it super simple

Those other stores can keep their DJs spinning the jams all day. Superdry prefers its jams in another form. A chandelier, to be exact.

Made of 40 vintage jam jars, the chandelier is the centerpiece at each of the brand's stores across the globe. Its newest store at Fashion Show mall is no exception. The chandelier, along with the store's exposed brick and a denim table made of old railroad tiles, all tell the same story. Just like the clothes, it's about a simpler time.

The sportswear brand draws from vintage Americana and classic British fits to produce men's and women's clothes that are laid back and unpretentious, but won't fall apart after the first wash.

"From the buttons to the stitching to the small details -- once you put on (Superdry clothes), you know it's different," says Rachel Mansfield, senior marketing manager for Superdry.

Tailoring is of great importance to the brand, which makes for some standout men's pieces. The lumberjack twill shirt ($90) is Superdry's take on the plaid trend. A vintage-inspired V-neck knit sweater ($76) has a fit that sits perfectly between snug and loose. And, the selection of light jackets and other outerwear doesn't seem to run out.

Japanese graphics are also a fundamental part of Superdry's vision. Unlike its competitors, you won't walk into this store and find your favorite print filling several racks in every color of the rainbow. So not to have repetition all over town, the graphic prints are printed on only one colorway.

Superdry's easygoing collections agree with the lifestyle of its typical shopper, who is usually paying either college tuition or student loans. Women's dresses are lightweight with plenty of floral prints and stripes. From the boyfriend cardigan ($90) to the destroyed rugby top ($110) to the brando skinny jean ($150), the look is certainly comfort first.

The Superdry young woman is free of excessive accessories. Belts, scarves and messenger bags are the extent of the extras here.

Mansfield says the prices mostly stay under $100. It isn't hard to find exceptions, however. Most of the denim, outerwear and shoes exceed that pricepoint, but nothing is over the $300 range.

With more than 130 stores worldwide and four stores across the United States, the brand felt it was time to come to Las Vegas.

"(Vegas) made sense for us. It's such a fashion-forward and young city," says Mansfield. "We have over 2,000 spring items (in the Vegas store) that we're really excited about."

Superdry is located at Fashion Show mall, 836-9051.