Brandwatch: Serge DeNimes

Serge DeNimes is a brand that has character – it represents a savvy man whose sartorial efforts need not be “crippled” by luxury pricing. It is a brand that bridges the gap between low cost high street fashion and premium labels.

Oliver Proudlock developed Serge DeNimes to feature artistic designs that can be worn everyday. He honed his creative skills by watching his grandmother and his mother, both artists, produce interior designs for their home, paintings, and a love of “nice” things. The name of Serge DeNimes comes from the original name for denim (the fabric originated in Nimes, France) – the headboard to his bed and his bedroom wall were covered in it as his mother used the fabric as a medium for her artistic efforts around the home.

At the start of this label developing its customer base, Proudlock recalled a memory he shares with his grandmother. “I remember going to Harrods with my nan as she would take me clothes shopping. I would pick out Ralph Lauren polo shirts and such. Now, it’s surreal to see my own brand being sold in these stores.”

The brand has a loyal following due to Proudlock’s creative direction and recognition that the lifestyle of an influential person (Proudlock has appeared on reality TV show Made in Chelsea) is just as important as the handwriting of the label. Proudlock has produced apparel that he wants to wear and that others of a similar lifestyle will too. Serge de Nimes courts the musicians, the artists, the fashion-conscious that simply want style that reflects their personalities.

What sets Serge DeNimes apart from other labels is that it does not focus purely on commerciality. “The creative design comes first,” Proudlock declares. Now the brand includes jewellery that men and women alike can wear; and it too features cool, fashionable designs that you don’t have to head to Hatton Garden to discover.

The brand is not in a traditional brick and mortar storefront; in fact, you may actually find it in pop-ups around town besides being online. Serge DeNimes has integrity in its approach to production and Oliver makes certain it holds up to his standards. Some of the designs are now manufactured in the UK using organic bamboo fabrics – so it is Made in Britain, which adds to the character.

What’s next in store for Serge DeNimes? Possibly unisex collections and collaborations; whatever is the case it will definitely be what all the “cool kids” will want to wear.

Serge DeNimes is available online at www.sergedenimes.com, at Harvey Nichols, and now on ASOS as well.