Serge DeNimes
Serge DeNimes is a British fashion and jewellery label developed by Oliver Proudlock. It makes jewellery for men and women alongside artistic everyday clothing.
| Founder | Oliver Proudlock |
|---|---|
| Country | United Kingdom |
| Categories | Jewellery and clothing |
| Retail partners | Harvey Nichols, ASOS |
| Website | sergedenimes.com |
What is Serge DeNimes?
Serge DeNimes is a British label developed by Oliver Proudlock, known to a wider audience from the reality series Made in Chelsea. The brand grew from clothing with artistic designs into a line that also includes jewellery for men and women.
Products and positioning
Serge DeNimes combines two strands:
- Jewellery for men and women
- Clothing with artistic, graphic designs intended for everyday wear
- Some pieces made in the UK from organic bamboo fabric
The founder's public profile has been central to the brand's visibility, particularly among a young audience familiar with him through television and social media.
Distribution
Serge DeNimes sells primarily through its own website and has been stocked by Harvey Nichols and ASOS. Rather than running a permanent store, it has used pop-up shops to meet customers in person.
Why it matters
Serge DeNimes is an early British example of a personality-led, digitally sold fashion brand, where the founder's audience and online channels replace a traditional store network.
Frequently asked questions
Who founded Serge DeNimes?
Serge DeNimes was developed by Oliver Proudlock, known from Made in Chelsea.
What does Serge DeNimes sell?
It sells jewellery for men and women as well as artistic everyday clothing.