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In Conversation with Oliver Proudlock of Serge DeNimes

Since graduating Newcastle University with a degree in Fine Art, Ollie Proudlock has continued in his mother’s footsteps making the move into fashion. Music, Art and Fashion. Moving back to London, Oliver set up Serge DeNimes, a design-led brand that presents an exclusive collection of fashion and accessories. More recently he has collaborated with English jewellery designer Theo Fennell, and created a capsule collection made up of necklaces, bracelets, and earrings with a Native Indian theme. We caught up with Ollie and asked him about his recent travels to Las Vegas, current projects and why he’s an ambassador for cold showers.

First, how was Vegas? What was the craziest thing that happened? 

“It was epic. I had never been before so my only perception of Vegas is through the movies, and it did not disappoint. It really is like nowhere else I have ever been, like Disneyland for grownups. We were only there for 3 nights, but it felt like 3 weeks as we packed so many things in. We did the shows, the bars, restaurants, clubs, gambling and Heli ride, but the thing I love the most was glass bottom kayaking in the Grand Canyon. Not sure how crazy this is, but it really was incredible and very different from the usual Vegas experience.”

Casino or Goodfellas? 

“Wow that's a tough one as I love them both. If I had to choose though I would say Goodfellas.”  

Tell me where we're at with Serge DeNimes? What's the plan, what are you working on? 

“It's a really exciting time for Serge right now. The brand turned 6 years old this year in June, and our focus is slightly changing. We are starting to focus more and more on our jewellery. I have always been into jewellery, and it is something we have always offered, however the focus has always been on the apparel. We have just tripled our collection, and over the next year I am going to be increasing this. Men are becoming more and more comfortable in accessorising with rings, necklaces or earrings, and we want to offer a premium range but at an affordable price. All our jewellery is solid .925 sterling silver, but at a price that isn't going to burn a whole in your pocket.”

Ollie, I want to know what your inbox looks like. Your email inbox that is. Is it brands requesting collaborations? Interviews? TV work? 

“It is a bit of all the above. Serge is my main focus, and I am currently travelling a lot with various collaborations, so I make sure every email is forwarded onto my inbox - that includes every order and every website query - just so I can keep an eye on things. I have a great team, but it is important to always personally stay on top of things so you don't miss a beat.” 

Do you have a walk-in wardrobe? My missus is convinced you've only arrived in life if you have a walk in wardrobe. What do you say? 

“Haha, I have to admit, my girlfriend Emma and I have a lot of clothes. We don't have a glorious built in walk-in wardrobe, but we have the next best thing, a spare room that we have now turned into our wardrobe. The rails, which we built into the floor and ceiling are falling everyday struggling to hold the weight of it all. One day I hope to have the most epic walk in wardrobe, with everything divided in perfect unison, then like your girlfriend said, I will sit back in admiration and think, wow I have made it.”

Who gets your hand-me-downs? 

“I hand a lot into my local British Heart Foundation shop, and some I sell on my depop.”  

Let’s talk fitness. What's your favourite fruit smoothie down Barry's Bootcamp? 

“It has to be the PB shake. I love peanut butter.”  

I know you're a morning person, into your cold showers too. Why should people take cold showers? 

“Firstly it wakes you up, and I also believe it's great for your body as it gets the blood flow going.”

Some grooming advice please Ollie. I had to do an article recently about whether guys should shave their legs. Do you you? 

“Haha no, I have never shaved my legs. Unless you’re a professional cyclist, I think men should leave them as they are.” 

Lastly, tangentially. Ever been in a fight, and how did it turn out? 

“I am a very peaceful guy. I have been amongst fights a few times when I was younger, mainly due to reckless friends I had, but I always tried to mute the situation and break it up.”

Peter Brooker

Peter is a published author on men's style, writer for the Metro Online, a huge James Bond fanatic and the host of our very own MenswearStyle podcast show.

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