Start It Up - Serge DeNimes founder Oliver Proudlock

January 23, 2014

Oliver Proudlock is Made in Chelsea's cool, arty, mysterious character with a keen eye for design and a whole wardrobe of fashionable attire inspired by London style.

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His label, Serge DeNimes, has gained an army of fans, including famous faces from Burberry model Gabriella Wilde to actor and skateboader James Quaintance. As Serge DeNimes joins our roster of designers, we had a few questions for Made in Chelsea's most compelling cast member...

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DONNA IDA: How did you get started?

Oliver Proudlock: 'I've always been into fashion and art from a very young age. When I returned to London from Newcastle, having studied fine art for four years, I felt I needed a slight change in terms of creativity. The development from art to fashion was an organic process, and Serge DeNimes was born June 2011. I wanted to establish the brand with a collection of t-shirts – emphasising quality and unique designs - eventually developing into a denim based brand. The brand is not only centered around fashion but also has a strong ethos of promoting music and art, also acting as a platform for young creatives.'

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DONNA IDA: Where is your Head Office?

Oliver Proudlock: 'Serge DeNimes HQ is located in Chelsea. We have an amazing open plan studio in a very creative space amongst many other young, up and coming brands.'

DONNA IDA: What inspires you?

Oliver Proudlock: 'My inspiration is my immediate surroundings: the chaotic, culturally diverse and volatile urban atmosphere.'

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DONNA IDA: What is your business mantra?

Oliver Proudlock: 'You only get back what you put in. Don't just love what you do, you have to live it.'

DONNA IDA: If you weren’t a designer what would you do?

Oliver Proudlock: 'I would have continued my art I think, I love to paint and art is something I still hope to pursue in the future.'

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DONNA IDA: Describe your style highs and lows?

Oliver Proudlock: 'A high was the introduction to double denim. A low was thinking I could pull off leather dungarees. I still love them though.'

DONNA IDA: What advice would you give to a younger you?

Oliver Proudlock: 'To always set goals and ambitions otherwise you have nothing to gear yourself towards, be positive at all times, and be grateful for every moment.'

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DONNA IDA: What's next?

Oliver Proudlock: 'This year I plan to take Serge DeNimes to the next level. The foundations are set, and we now have a great team on board. I hope to expand the wholesale accounts as well as the product range - taking Serge DeNimes around the world. I am currently designing the new collection, which is not only bigger but also includes a heavier introduction to denim.'

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