14 July 2013

Serge DeNimes: Head To Toe

I overheard at London Collections how Oliver Proudlock is an exceptional businessman, how he smartly embraces those opportunities which push his brand forward. Since I last met him in December 2012, it would appear these comments are true. His urban fashion label, Serge DeNimes, has grown from strength to strength, and now holds a pop-up shop in one of London's iconic shopping districts, Carnaby Street.

Head To Toe

The idea behind the pop-up is in the name. "What I wanted to create was a store where a guy can dress themselves head to toe," says Ollie. Serge DeNimes has collaborated with four other British and independent brands, each of which cater for a different level of an individual's outfit - Finlay & Co sunglasses, Love Brand & Co swim shorts and polo shirts, Marlborough World bags and accessories, and Oliver Sweeney footwear. Together, these five fashion labels offer Carnaby shoppers the opportunity to walk out of the pop-up with a complete and brand new outfit.

Head To Toe

In keeping with the shop's concept, the brands are integrated with each other throughout the shop space, allowing customers to explore the brands collectively. "I didn't want it to feel like a pop up shop," says Ollie. "I didn't want every brand segregated." He explains he was very selective about the brands he chose to work with on this project, nonetheless they are those which he himself is fond of.

Head To Toe Head To Toe Head To Toe Head To Toe

Among the products on sale at 40 Carnaby Street are Ollie's personal collaboration with Oliver Sweeney, including stylish chukka boots and hi-top trainers in black leather, blue suede, and leopard print aesthetics. Oliver Sweeney shoes are renowned for their formal designs, but Ollie hoped to produce a style more suited for streetwear.

Unlike some fashion collaborations, where the collaborative individual plays little role in the design efforts, Ollie was involved with the entire creative process. His biggest stamp on the collaboration is the animal print, inspired by Oliver Sweeney's zebra print chukka boots from the previous season.

Head To Toe

This weekend, Serge DeNimes also featured at 'Cocoloco On The Beach' and the 'British Beach Polo Championships' in Sandbanks. The brand has additionally collaborated with up-and-coming musicians to promote new talent. Having gained rich media attention for his collaborations and sartorial ventures, Oliver Proudlock is transcending his Made In Chelsea fame to become a leading figure in the fashion industry. I look forward to seeing where he takes his brand next.

Head To Toe

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