My particular favourite one to watch is Oliver Proudlock. His style is spot on, and he actually owns his own t-shirt company, Serge DeNimes . Ollie, also know as Pruders, creates exclusive t-shirts, expressing unique cutting edge designs. The loose translation of the brand name means "Denim."
Serge DeNimes started in 2011 during Proudlock's first season of MIC. I wont lie to you, the prices are a little extortionate for screen print cotton tees, but its almost forgivable as the designs are NOICE. Also the price tag means the range stays Chelsea and not Peckham.
The site itself is very interactive and you can easily sit and scroll through the "So Serge" lookbook for hours. I got distracted from posting because I ended up in a daydream from looking through it - click here and you'll understand what I mean.
The clothing is available online and in selected UK high street stores:
Harrods, 87–135 Brompton Road, Knightsbridge, London
Joseph, 74 Sloane Avenue, London
Wolf & Badger, 46 Ledbury Road, Notting Hill, London
John Anthony, 26-28 The Plaza, Brunel Centre, Swindon, SN1 1LF
Hatters, 11-13 White Lion St, Norwich, Norfolk, NR21QA
Smudge Boutique, 86 Banks Road, West Kirby CH48 0RE
Limited Fashion, The Triangle, 37 Hanging Ditch, Manchester, M4 3TR
The Inherited Shop, 475 Glossop Road, Broomhill, Sheffield
I really like the brand and the guys behind it. SDN is a team effort and Ollie has support from Dhiann, Harry, Tom and Chris all whom manage every aspect of the company & site. The brand also has affiliates with charity projects such as Barrier Vasco and produces items for British Heart Foundation events. Fashion and charity- my favourite good deed.
Check out MIC tonight
"Live the Dream, Serge DeNimes."
