A more upmarket brand of Giordano casual attire with a high emphasis on its own "less is more" retail approach. The brand focuses on the idea that less is more than just more, but that is cool as well. The brand's said "less is cool" approach involves innovative and modern black, white and grey monochromes in a large variety of styles. The approach gives the brand a very upmarket causal clothes attitude, very much on par with other international brands Polo Ralph Lauren and Lacoste. The Concepts range is significantly more exclusive than mainstream Giordano, as such Giordano Concepts only extends itself to the Asia Pacific market, in particular Hong Kong, China, Taiwan and only one store in Indonesia, Singapore, Malaysia, Philippines, Saudi Arabia, and Canada