If you like us are avid Made in Chelsea viewers you may be surprised to find out that someone in the SW3 set is actually capable to doing a proper day’s work – i.e., one that doesn’t involve sunning yourself on a yacht/ ice skating/ playing with huskies. Step forward Oliver Proudlock, Chelsea’s chiselled style star whose creative tendencies have led to the establishment of Serge DeNimes a t-shirt label showcasing his graphic artworks. While the eagle-eyed amongst you might have seen his surreal/nostalgic designs featured on episodes of MIC you will probably be surprised to hear that his tees do a roaring trade in Harrods, Wolf and Badger and is about to move into Joseph on Sloane Avenue.
With a unisex appeal, Proudlock’s collection is definitely more hipster than hooray. Having studied Fine Art at Newcastle University, Proudlock tells us “Since a young age I have always printed my art onto t-shirts for exhibitions and to give my friends a cheaper option to invest in my artworks, and therefore t-shirts for me seemed the perfect and most natural place to start. I feel there is a niche in the market right now for cool, original and affordable t-shirts.”
Proudlock is also looking to foster new talent with his brand by collaborating with up and coming artists. He tells us, “I hope to create an artistic community that focuses on producing cutting edge clothes of the highest quality,” and that “Serge DeNimes will be experimenting with denim along with other fabrics, aspiring to be an ever-evolving brand.”
Style savvy and entrepreneurial - we say Grazia has defintiely found some new posh totty.