Identity Belgrade – JSP and Lily shoes

Shopping

Svetlana from Belgrade

About me I’m a creative director in advertising and a serial creative entrepreneur. A well-disguised introvert. Yoga freak(ish). A...

""Identity" Belgrade is a designer shop known for their distinctive brave cuts and beautiful (as well as comfortable!) collection."

I wanted to have a sister all the way till the end of primary school- that is until I started to appreciate the absence of ugly scenes caused by "borrowing" clothes and other heavy property and privacy violations.

But while other sisters were busy cat-fighting, at least two of them have been engaged in less futile activities, such as starting their own fashion line. JSP (an abbreviation of the names Jelena and Svetlana Proković) emerged in the early '90s. Since then, the hard working duo has also been engaged in styling and costume designing for theatre and movies, plus managing to regularly appear in Belgrade Fashion Week, winning best designer and best fashion show awards here and there.

But let's focus on what's really important: if you are new to this brand, prepare for brave cuts and some pop-reference decoding, as inspiration for a collection that's as likely to come from Frankenstein's Bride as from Mad Max.

Color palette is one of my favorites, or rather non-color palette, based mainly on black, white and variations of grey, with bold accents in electric blue, emerald green and metallic. Real crafting is in the details and sometimes you will buy first and discover some fun stitching later that only you will know about.

JSP brand shares the space with Lilu Shoes (made by Danijela Biškup), which makes the visit to this place even more interesting. You can custom-order everything and I can attest - they are not only beautiful, but really comfortable too.

About this spot

Makedonska 30

Shirts:

RSD

30000

There’s so much more to discover

Discover more in Belgrade

The artisan sculpture – Layers of history

"The artisan sculpture" in Belgrade is a pride of the city, a rare masterpiece seemingly simple but boasting a rich background of history in the last century

Art & culture

Vladimir

Dulović

Sinnerman Jazz Club – A place with a view

"Sinnerman Jazz Club" in Belgrade hosts great jazz bands of course, but I really like their terrace with the great city views -- and its dark beer on tap!

Bars

Music

Uroš

Arsenović

Bife bar – New hidden spot

Bife Bar has an interesting interior, with a striking pigeon mosaic as the first thing you see when you walk in. Its trademark are the homemade shots!

Bars

Tatjana

Avramović

Fijuk Sajam – A trade fair for loonies!

"Fijuk Sajam" in Belgrade is the place to be and see on the first Friday of each month -- here you can find just about anything creative under the sun...

Art & culture

Music

Shopping

Dušan

Lopušina

Šabački Slatinac – Restaurant for gourmands

"Šabački Slatinac" in Belgrade is a small restaurant, or a Kafana, and everything about it is purely local. They have great food and stories here...

Restaurants

Nedeljko

Ivaniš

Drama – Excellent fast food in Belgrade

"Drama" Belgrade is a reliable place to have classic Serbian fast food. It's a perfect, central ćevapi spot if you ask me. Anthony Bourdain would approve!

Snacks

Nedeljko

Ivaniš

The Museum of African Art – An African corner

"The Museum of African Art" in Belgrade is the only museum in Southeast Europe that is wholly dedicated to the arts and cultures of Africa...

Art & culture

Anđa

Savić

Holy Smokes – Texas BBQ in Belgrade

"Holy Smokes" in Belgrade was a game-changer for me. I remember thinking 'even my mum doesn't make meat this good'. Their smoker makes amazing barbecue...

Restaurants

Snacks

Anđa

Savić

Footnote – Centre for Image and Text

Footnote Centre for Image and Text is an artist-run community space, binding together audio-visual & textual practices through a transdisciplinary program.

Art & culture

Maša

Seničić

Zdravac – The creamiest nut butters

In the back is where all the nut butters are being made, in-house and from the finest ingredients: hazelnuts, peanuts, coconuts and cashews.

Shopping

Maša

Seničić

Cetinjska 15 – New clubbing spot

"Cetinjska 15" is Belgrade's new hotspot. It's the Serbian Kreuzberg at what once used to be a beer factory. Much more worth it than Skadarlija...

Bars

Nedeljko

Ivaniš

Byford's Forest – Forest for birdwatching

Calm "Byford's Forest" in Belgrade was named after British-born Timothy John Byford, really influential in the '80s. Impress your friends with this info!