ULTIMO EUROMODA BRINGS THE EDGE TO FASHION

Ultimo Euromoda opened in October 1989 and has been at its current downtown Saskatoon location since 2004. The store originally focused on Europeandesigned clothing. Today, Ultimo Euromoda is an exclusive retailer of multiple clothing lines for men and women from around the globe.

Barry Flynn is the owner of Ultimo Euromoda and has lots of thoughts about the latest fashion trends for Fall/Winter 2018. Flynn explains that at the heart of must-have looks for this season is the concept of athleisure.

Athleisure means taking fabric that was initially designed for the sporting world and making dress clothing from it. These improved fabrics are versatile, flattering and hold their shape. As a result, athleisure clothing can become a large part of men’s and women’s everyday wardrobes. Credited with launching the athleisure movement is the sport couture designer Dirk Bikkembergs from Belgium.

“Right now, fashion is all about high-tech fabrics in an ever-changing world. Athleisure means that the fabrics you work out in are now used in dress clothing. It’s a gamechanger – our clients aren’t going back to regular fabrics,” says Flynn.

While fashion is often an industry of trends, there are certain fundamentals to living in Saskatoon that don’t change – such as the cold winter weather. Keeping weather in mind, Flynn is a fan of a Canadian style-focused and weather-functional clothing line for men and women called Point Zero.

“Ultimo Euromoda provides a certain look for our clients. No one else in Saskatoon is turning over as many rocks in the field to find the best in men’s and women’s clothing. We want the most flattering look for our clients and their body type. We don’t want to dress a fashion victim,” says Flynn.

What influences is Flynn showing for fashion-conscious clients today? Ultimo Euromoda carries the Japanese-owned MIKO International collection, which is women’s wear designed and manufactured in Canada. MIKO International has a full suit program for women, and Flynn notes that clients often buy the jacket first and then like it so much they return to buy the pants or skirt.

Another benefit of athleisure-type fabrics is that they are form-fitting. Flynn points out that for a muscular man or a curvy-but-athletic woman, this makes it easier to wear a slim cut without having to go a size bigger.

Clients really appreciate avoiding a bulky look and athletes are big fans of Flynn and Ultimo Euromoda for this reason. The store is also a favourite of local grooms and groomsmen conscious of the aesthetic on their wedding day.

The store is packed with fashions featuring four-way stretch fabrics and jersey materials, whether that’s a blazer, dress pants or jeans. Another reality of living in Saskatoon is having to travel to larger cities for business. Flynn is confident the high-tech fabrics of today mean that clients can fly all day without creases or wrinkles and, in some cases, can just throw the suit in the washing machine at the end of a business trip.

“I can do a full martial arts workout in this type of jacket and then pick up my girl for dinner right after,” says Flynn.

Other standouts include SAND Copenhagen men’s and women’s wear with tasteful but trendy suits. And there is the store’s bestselling men’s shirt from Vincent d’Amérique, which is priced at only $77.50. From Montreal, the Vincent d’Amérique line offers on-trend menswear at a reasonable price.

Texture is everywhere this Fall/ Winter 2018, including checks and herringbone patterns. Ultimo Euromoda features the whimsical Scottish women’s line, Joe Browns, with fun takes on a classic textured Chanel jacket.

What’s happening in footwear? Flynn is carrying the Madrid-based line Muroexe which balances footwear functionality with minimalist design. Men’s footwear is also combining the athleisure concept of high-tech materials with features like a dress shoe toe or an interesting texture. Also from Spain, Bunker footwear has a Neoprene dress sneaker with a sleek toe that could work for an office or a night on the town.

Flynn concludes, “With the economy tightening over the past few years, we offer great fashion for a reasonable price. Ultimately it matters how your clothes look at the end of the day, whether you’re travelling on an airplane, in the office, out at a concert with friends or doing all three.”

Ultimo Euromoda is located at 204 Third Avenue South in Saskatoon and can be found online at ueclothing.com.

PHOTO: ELAINE MARK/D&M IMAGES PHOTO: ELAINE MARK/D&M IMAGES VERSATILITY PLUS! HIGH TECH STYLE & COMFORT For Ultimo Euromoda, Laurisa Andre, with She Modelling, highlights a two-piece stretch blazer and skirt by Canadian fashion brand Arianne. Offering several choices for mixing textures and colours, this outfit is extremely versatile. Add a black pant, a tan skirt and a textured blazer, and you’ve achieved stylish looks for a complete five-day work week. Laurisa completes her look with Sam Edelman boots and a black t-shirt by Quick Reflex, all from Ultimo Euromoda, located downtown at 204 Third Avenue South. Ultimo Euromoda shows off an exciting high-tech fashion look for Ben Guest, with She Modelling. Ben wears a Projeck Raw charcoal blazer with a removable hoodie insert, teamed with a grey charcoal stretch pant by Denham, a fashion brand from Holland. Ben personalizes his look further with a J. Lindeberg hightech t-shirt, a Cheap Monday green buckle belt, and Hugo Boss graphite sneakers. It’s a flattering look that achieves total comfort, all from Ultimo Euromoda, downtown at 204 Third Avenue South.