Serb Fashion began operation in a small menswear store in Salmiya, Kuwait in 1985. From that time onwards, the company's vision was to become the leading menswear provider in the country offering top service, advice, craftsmanship, and individualization in clothing and accessories for men. More than 40 European luxury and premium menswear brands passed through Serb Fashion's doors at one time or another. Today, the company positioned itself to focus and expand its portfolio with brands focusing on the premium menswear sector. Using its extensive and long experience, the company also develops its own economy private label brands to complement its other offerings and serve a wider sector of the market. Serb Fashion currently operates franchise stores for BOSS and HUGO as well as multi brand stores under the name of CONCORDE carrying a variety of premium menswear brand. The company's private label brands and premium products set for liquidation are sold in another category of multi brand stores under the name of Concorde Outlet and Serb. With decades long experience in service and product, Serb Fashion strives to make men feel good in their personal and professional lives.