Serge DeNimes SS13

Fashion-conscious Made in Chelsea alum Oliver Proudlock (just Proudlock to viewers) launched his Serge DeNimes fashion label back in 2011, and the brand has recently released their SS13 collection. As well as producing its own in house designs, Serge DeNimes collaborates with other artists, helping showcase up and coming talent. Their website that will act as a platform for emerging artists and designers, offering a cultural and social online forum, along with a community for customers to interact with the brand through videos, music and images. This ensures an interactive relationship between the collaborators and consumers. The new SS13 collection features twenty limited edition graphic-heavy t-shirts, with prints including Obama, Kanye West, florals, birds and crosses to name but a few. Proudlock himself has used some of his own drawings to form part of the collection. The t-shirts are an interesting mash-up of graphic art and street style influences, all of which are constructed from high quality Peruvian cotton. Highlights among the tees are the ‘SDN X LDN’ cross designs, available in black or white. Though minimal in their appearance, they are visually striking due to the play on religious iconography. In addition to the t-shirts the collection features another casual wardrobe staple: the sweatshirt. Classic black and grey designs are available but stand out pieces come in the form of the skull and camo designs. Whilst skulls have infiltrated the collections of countless brands and designers over recent years, the repeat skull print on the Serge DeNimes jumper is fresh and also references the current major print trend. If skulls are not for you, the camo design is another on trend option. Although camouflage print is becoming increasingly popular within menswear, the brand has managed to mould it to its own aesthetic – creating a subdued camouflage print in black and grey with touches of moss green. To round out the range, beanie hats are available in five colour options. Overall, the new Serge DeNimes collection is affordable yet understatedly cool, with a limited but coherent selection that doesn’t just rely on its celebrity founder but has the design merit to back it up.

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