The Everyday Interview with Oliver Proudlock

The Everyday Man

Oliver Proudlock is best-known for appearing in Channel 4 reality TV programme Made In Chelsea. He is also an entrepreneur, fashion brand owner, prominent lifestyle influencer (currently 683k Instagram followers) and the latest subject in our Everyday Interview series. Here’s what Oliver had to say in response to our 7 questions:

What did you want to be growing up? 

For as long as I can remember, I always wanted to be an artist. I spent all my time in the art department at school, I was obsessed with drawing which then developed into painting. Robert Rauschenberg was and still is one of my idols. I guess it kind of came true, I still work as an artist both creatively with my brand Serge DeNimes and personally with my strong interest in fashion and experimenting with different styles.

Where did the idea for your brand come from and how did you bring it to life? 

I was bought up in a very creative household with my Mum, Lena, who was a photographer, model and both fashion and interior designer. She has inspired me from such a young age. She is so incredibly talented and always pushed me in the direction to follow my dreams and be creative. Although I always thought I would be an artist, I also dreamed of having my own clothing brand. This dream didn’t come to fruition until I returned to London from Newcastle University. Serge DeNimes was born from my artistic background that had really matured over those years. The name comes from the origin of denim, a fabric I have been obsessed with since I was a kid, introduced to it by my mum, who not only dressed me in double denim, wall papered our whole house in the material, but she even had her own denim business called Denim in Style. I wanted to create something that was more than just a brand, but also a lifestyle – you don’t just love it, you live it. Serge DeNimes is all about being young, creative, daring and passionate. The clothes are for the style conscious who want to be comfortable, stand out, and be a part of something. In terms of bringing it to life I established the brand with a collection of t-shirts – emphasising quality and unique designs. 6 years later the brand has kept the same ethos, embodying a strong creative community, and we now produce everything from clothes, accessories and jewellery.

The Everyday Man

The Everyday Man

What has been the greatest challenge to your brand/work? 

The hardest challenge has always been production. The quality of the Serge DeNimes products is extremely important, and they have to back up the lifestyle we are creating. Especially at the start finding a factory that could meet our quality, as well as small quantities was extremely hard. Although our orders are now much bigger, it is still something I have to always stay on top of, and always make sure the production is on point at all times.

Who was or is your greatest influence? 

My mum has always been a massive influence for me, for her style and creativity is everything, and this definitely rubbed off on me since a young age.

How would you describe your personal style? 

I would say my style is pretty laid back, for me one of the most important things is to be comfortable. Comfort leads to confidence, which is important when you want to rock something that might be a little outlandish. I am not afraid to mix things up, I believe it is important to push the boundaries. I pretty much always accessorise with Serge DeNimes jewellery, a sick pair of glasses, and Goorin Bros hats. I guess that is my basic day to day look.

Tell us something no one knows about you?

I have a BA Hons In Fine Art.

7 words to describe yourself  

Positive, loyal, romantic, adventurous, reliable, happy, honest.

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