Established as one of London’s successful fashion businesses is Serge DeNimes, founded by TV star, Oliver Proudlock. The designer’s close-knit brand has a design-focused approach providing its consumers with exclusive, personal, seasonal collections of urban apparel and additional premium accessories.
Born into a creative family environment, from an early age Proudlock was inspired by many forms of art and fashion. Once completing his Fine Art degree in Newcastle and moving back to London, the designer then naturally progressed into setting up his fashion brand. Longing for a more socially creative environment, the designer set about creating the first product that would progress into a fully functioning fashion brand.
One of the designer’s most influential inspirations throughout his life was his mother who had her own fashion brand, as well as being a designer and photographer. At early stages, Proudlock would regularly use her art works or photographs as the imagery printed on his t-shirts.“What I wanted to offer was a t-shirt that one had an amazing print but also had an amazing touch”(Proudlock, 2016)
The name of the brand originates from Proudlock being inspired by his mothers’ denim fashion company, which is now incorporated into the designer’s current denim jacket collection and the upcoming jean Autum/Winter collection.“It’s very tricky when it comes to denim, people are very loyal as to where they buy their denim, so I wanted to build a more individual style before venturing into the world of denim”.
The ethos of Serge is to create something premium and original, appealing to the fashion-conscious young creatives that wish to feel unique. In addition, its purpose aims for the consumers to feel liberated, free, and able to expressive their creative nature. What makes this brand so exciting is the constant collaboration with young artists. Striving to promote passion and creativity, the brand works with dancers, musicians, designers and so forth to create a community, rich in culture, adorning the products of Serge Denimes.
The brand’s upcoming collection is the largest the company has ever produced going from a 12, to 36-piece collection. The assemblage features clean, and minimal styles including unisex matching sets, cut off tee’s and additional outerwear garments. By slowly introducing small additions to the collections, the brand can intelligently expand whilst still sticking to the brands roots and origin. Unisex proves to be a crucial part of each collection as womenswear trends venture into more oversized and baggie styles rather that traditionally fitted pieces.
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Serge DeNimes SS16 | Photography by Serge DeNimes
“If you’re looking to create a brand or product don’t rush it, take your time… and when you do bring your brand to market make sure you believe in it 100%” Oliver Proudlock
With special thanks to Oliver Proudlock for his personal comments, and press materials
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Written by Amber Weaver
Edited by Christina Wright
Featured image: Serge Denimes photography. Available at: http://sergedenimes.com/category/sergemeets/