One Night Stands in Farringdon

             Pop-up shops: they come, they go, but they never fail to make a lasting impression during their short-lived timespan. One such pop-up shop at the Clerkenwell Gallery in Farringdon left me dreaming of gold, gems, and jewels. I was invited to a clandestine viewing of 12 designers and one artist that occupied a slot for a mere few hours on a Thursday evening. With complimentary beer from Peroni and coconut water in flavors various, a seamless evening appeared to be on the cards.

             Out of the assembled, while clothing was also on show, the brands that really caught my eye were of the jewelry variation: SMITH/GREY, Tessa Metcalfe, Pearl & Queenie, Kasun London, and Gogo Philip Vintage Bijoux. As an added bonus, I was introduced to artistic talent, Domenico Cordua, and was able to catch up with Laura Smith of the LAURASMITH line, whom I met for the first time during this year’s London Fashion Week.

             The Clerkenwell Gallery seemed at first glance a rather odd venue to show off bespoke pieces due to its cramped interior, but it is that same interior that also made every designer stand stand out. Although jostling other patrons became commonplace, the up-and-downstairs areas were inviting, with the collections taking center stage. The stalls were overseen by most of the designers themselves, offering a unique opportunity to interact directly with the creative minds behind the products laid out in front of us.

             As I headed to the bottom floor, Smith, as ever the delightful and unassuming designer of the room, greeted me at the bottom of the stairs. As we chatted, I fawned over her coral sheers and tried-and-true blacks just as I had fawned over her golds and lilacs at London Fashion Week. Smith wore the X Dress - Silk and Jersey from her Autumn/Winter 2013 collection, epitomizing what it means to keep things simple, but still standout. To avoid repeating myself, have a read here of my interview with Smith during London Fashion Week for more on her inspirations, what she has in store for next season, and an overview of her line, its trademark being Nottingham lace.

The two Lauras; pictured with Laura Smith and her Autumn/Winter 2013 collection

             I was immediately awestruck by Kasun London, the jewelry range consisting of what could be considered dark fantasies, or guilty pleasures. I couldn’t resist trying on the Black Vampire Bite Ring, a gilded and fanged showstopper encasing synthetic onyx. It originally reminded me of a shark’s powerful grip, but considering the stake cross, vampire heart, and silver bullet pendants, it soon became evident that the blood-sucking creatures were the intended focus. I later learned that the collection was called “God Loves Fangs,” featuring skulls, claws, and jaws aplenty, treasures that would act as the perfect conversation starters. My infatuation was running dangerously deep and I had to admit that I had been bitten by the brand, placing that dazzling ring high up on my wish list.

             Still sticking with the theme of skulls, except of animal rather than human origin, Pearl & Queenie’s delicately quirky Longhorn Herding Necklaces were next on my fixation radar. Taken from the Equestrian Treasures collection, expect to also see hunting coins and horseshoes. All of the jewelry is handmade and paired with engraving and symbols of love, luck, and fortune, with credit owed to best friend duo Becca Hulbert and Kathy Dyton. Romance and sentiment dominate the rest of the jewelry in bridal, gypsy, and love story collections. Stamps of “Sweetheart” and “My Heart is Yours,” pearls, cameos, fortune teller hands, charms: this is the stuff of nostalgia. Pearl & Queenie captures the no frills, unapologetic personal meaning of jewelry and how that meaning translates from person to person.

             Back upstairs, more designers were bound to draw me in, and through familiarity, I immediately recognized Tessa Metcalfe’s pieces, which I had first encountered during this year’s London Fashion Weekend. It would actually have been harder not to take notice with a dead pigeon as the focal point of the table’s layout. Speaking to Metcalfe, she revealed that taxidermy was responsible for her designing direction. Indicative of this is the recurring pigeon claw that appears in her rings, necklaces, and earrings. I guess that would explain the bird on the table then, which actually was a wearable hat. Metcalfe’s goal was “finding beauty in the gutter” and she certainly did that by creating her own distinct kind of jewelry, formulated from perhaps an unusual, but nonetheless inspired, idea.

             The running theme of the night actually leant towards that unusualness, that atypical quality. Birgit Marie Schmidt and Sofus Graae, the masterminds behind SMITH/GREY, weave together rugged utilitarian pieces that are chunky and bold (especially for the men) with whimsical horses, bulls, and roses, reminiscent of a fantastical merry-go-round that is just a little “off” upon closer inspection. The roses still protrude with thorns, giving the collection an edgy prettiness, and the horses meld together in succession, but their faces are not always on view, replaced instead by torsos and suspended, dangling legs. The Fighter Ring, a gold plated bronze knuckleduster, is my devilish pick, with tusks that thrust upwards. The SMITH/GREY website says that their jewelry is used as a “narrative medium to unlock the imagination and awaken curiosity.” Mission accomplished.

SMITH/GREY designer, Birgit Marie Schmidt, reflected amongst her roses (top)

             To wrap up on the jewelry front, we have Gogo Philip, founded by Georgi “Gogo” Philip Pecenikov in 2007. Think chains, chains, chains. A chain is a go-to, never out of style accessory, and there is always one swinging from my wrist and most likely my neck in this classic design. Gogo Philip is a surefire “forget-me-not” brand, drumming in the mantra that bigger truly is better. During the night of the pop-up shop, I actually was wearing a heavyweight chain-link necklace and I caught the Gogo Philip vendor taking a look at it as if to nod in accordance with the choice. The clasps are also less discreet than those seen on regular necklaces, projected as part of the whole ensemble. The half gold, half rhodium chain would be my choker of choice, but Gogo Philip makes it difficult to choose just one. Like a magpie attracted to all things shiny, I lingered over the stand, silently desiring.

             Last, but definitely not least, the walls of the Clerkenwell Gallery were filled with limited edition illustrations from Cordua, each representing a darker rendition of someone famous. His psychedelic colors and elegant caricatures are eerie yet very fashion forward. Cordua’s website shows just a handful of what he is capable of, including, to my surprise, an illustration of Madison Montgomery (played by Emma Roberts), a character taken from American Horror Story: Coven, one of my favorite television shows. This is just further evidence of Cordua’s all-inclusive scope. If you have a favorite celebrity, it is highly likely that Cordua has depicted said celebrity in his work, so that he or she may become pride of place in your own household. The streaky results are one-offs fresh from the paintbrush of Cordua, the kind of art we all wish we were making when we blindly tampered with watercolors.

             Well, there you have it; the naughty inside gossip of my one night stands in Farringdon taken straight from my little black book. They were every bit as risqué, gorgeous, and pleasurable as you could imagine. It would seem that I have been a very busy girl, so next time some one night stands come knocking, don’t you be afraid to “get busy” either.

             Discover SMITH/GREY here, Tessa Metcalfe here, Pearl & Queenie here, Kasun London here, Gogo Philip here, Laura Smith here, and Domenico Cordua here. You’ll thank me later!

Scarfing Down a Helping of Orwell + Austen

Jessica Schuhle-Lewis, creative mind behind Orwell + Austen, with her stand at the Piccadilly pop-up shop

             When I think scarves, I think chunky, practical, and imposing, but they have been granted a new lease of life thanks to the 2012 launch of Jessica Schuhle-Lewis’ fresh new scarf brand, Orwell + Austen. The cashmere and silk scarves blend saturated candy-color hues and eye-catching prints to form lust-worthy outfit centerpieces. A pop-up shop in Piccadilly opened for a limited time, today marking its last day. Multiple brands were featured, displaying leather goods, clothing, and even tea sets. However diverse, I decided to head down to focus on Orwell + Austen and meet the artist behind the brand’s whimsy.

              Schuhle-Lewis’ section in the pop-up shop was recognizable by the scarves’ distinctive inkblot-like patterns and graceful placements. I was immediately struck by how playful and youthful the scarves were. The tasteful design made even the blacks appear uplifting. On drab winter days, these are the scarves that you want to perk you up, but by the same token, these are the very same scarves that will add zest and character to any summer ensemble.

             Upon meeting Schuhle-Lewis, her passion for her scarf line was undeniable. She has lived in London for 11 years, so will have witnessed a flurry of fads and trends emerge and fade with the ever-changing fashion scene. That’s why she has created something durable and essential. Schuhle-Lewis was more than obliging to speak to me about her vision and motivations. She had a soft demeanor about her to match the softness of her products, not needing to push her message, because she truly believes in what she is selling and she has every reason to.

             I would like to give a big thank you to Rosie Burn and Jessica Schuhle-Lewis for making this interview possible.

Laura Rutkowski: Your scarves are very eclectic and versatile. Where did you find inspiration for the prints?

Jessica Schuhle-Lewis: The first set of prints, so the Leo and the Lily print and the Inca print, came from animals, so they’re all slight variations on quite traditional animal prints. The Lily is almost like a leopard print, but it’s crossed with moths and butterflies as well. Some of the color inspiration also came from moths, which I don’t like in real life, but I love their patterns. The Inca is like a deconstructed snakeskin, so I took snakeskin print and took a really small part of it and blew it up a little bit and then the most recent one, which is the Linden one, is more of a line drawing.

I was in Marrakesh at the Yves Saint Laurent garden, and he [Yves Saint Laurent] used to send out love postcards to key customers every Christmas, I think it was, and one of them is this really cool almost line drawing with a snake twisting around it and I really loved it, so I took a picture of that and then loosely based my design really loosely on that. I flipped the design a few times as well and that’s how I came up with the Linden one. I guess I just see things that I like. I use Pinterest a lot. I’ve found it really useful to find old patterns or textile things and just play around with them a little bit.

LR: What drove you to be interested in designing scarves opposed to any other clothing items?

JS-L: Well, because I had the legal background [Schuhle-Lewis was a lawyer], I didn’t go to fashion college. I grew up in a family of artists, so my dad’s an artist and a poet. My brother’s also a really good graphic designer. He does beautiful illustrations and things like that. I’ve always drawn and painted since I was little. I love fashion, but I don’t know how to make the perfect shirt. I don’t know necessarily the fit and through what I’ve been doing, I’m learning a bit more of that through the people I meet, but for me, because I’d always drawn and painted, a scarf is kind of like an actual canvas. 

LR: Oh yeah, it works with everything pretty much.

JS-L: Exactly. I love wearing scarves and I just thought, I really want to make a fashion piece, but I’m not going to pretend that I know everything about the structure of fashion, so I thought take what I know and apply it. 

LR: Describe your ideal Orwell + Austen girl to embody your brand. 

JS-L: I think she’s quite versatile to be honest. When I initially started doing the scarves, I was thinking more of a city girl, because I was a city girl, and when you work in the city, there’s very much a uniform and if you want to differentiate a little bit, but you can’t go crazy, a scarf’s a good way to do that. Then, as it’s continued, I have an idea of the type of brands that she would buy and the type of things she would wear. I think she would mix high street with high-end accessories - bits of Céline, quite simple pieces. Again, quite a simple base uniform, good quality, but likes to mix up things with accessories, so likes a fun scarf.

LR: I like doing minimal outfits and then if you add a scarf, it finishes everything off.

JS-L: Yeah exactly, and I love contrast as well, so I’ve been doing a few Polyvore things to show how I would wear it or I’d love customers to wear it. So the new Linden one, that turquoise, I found this gorgeous cashmere by Bora Bora, a mustard sweater, and it looks so cool with the really bright turquoise and the mustard, but then everything else is quite simple - androgynous accessories, a white shirt.

LR: A lot of fashion houses are known for their scarves and making really high quality scarves, so is there any one brand that you really want to emulate or that you particularly like?

JS-L: That’s a tricky question, because I kind of also started the scarves because I love a lot of the prints that come from the fashion houses, but I wasn’t that enamored with the quality. For example, Alexander McQueen’s skull motif, it’s super cool, but his 245 pound scarf is a modal mix and modal’s a synthetic fabric and I think if they can get away with having a cheaper fabric because of the name, I almost feel like if you’re buying that, into a luxury product, you should really be getting a luxury fabric as well.

I love McQueen, but I think I haven’t really seen that much on the designer end that’s at the 250 to 300 price point that’s actually cashmere and not cashmere mix, which is where you take 90 percent modal and you put 10 percent cashmere in.  All of my scarves, the lighter ones, are 70 percent cashmere with 30 percent silk, but no man-made fabrics. It’s all natural.

LR: What is your favorite way to style a scarf?

JS-L: It depends on the season. I really love to get cashmere sweaters. I love silk shirts and a really loose big scarf keeping you cozy. In the summer, I tend to tie them or fold them a little bit more, tie them not like a tie, but in a bow - a little more chic, a little more close to the body, as opposed to really loose.

Kerry O’Brine shows how to style one of Schuhle-Lewis’ scarves in the pop-up shop using a sweater from her own clothing line

LR: How does your line represent your artistic abilities and interests?

JS-L: I just think I’m quite eclectic. I love color. I love pattern. I love print. I don’t want anything to ever be too simple, so I think it represents those aspects of me - my love of color, love of pattern, love of print. Natural fabrics as well are so, so important to me. I love good quality. I know that it’s hard because people have budgets and it’s sometimes difficult, but I always think buy the best that you can afford.

LR: A scarf is something you always wear and come back to.

JS-L: Exactly, and as you wear it, it gets better and better. Good cashmere, the more you wear it, the softer it becomes and you can pass that on. It represents the artist in me. It’s almost like I’m always wearing one of my pieces of work – around my neck or however I style it. They’re so personal to me as well. They really do feel like my little babies and when you put them out there, you’re really worried what people are going to think, but I love them all, so I feel like I love them, I hope I’ve got good taste, and I hope other people love them.

LR: They have sort of a modern twist, which is nice because they’re simple, but interesting.

JS-L: I think if you’re going to buy a quite expensive scarf, mine are I’d say mid-price, I think you want something as well that’s going to be a little bit more than just plain. You want something a little bit fun. You want people to look at it and go, “Wow, that’s unusual.” That’s what I’m always trying to think of.

 LR: How does it feel to see your finished product out and on display?

JS-L: It’s really cool. I’ve never actually done the display before. We’re in Wolf & Badger and they usually take care of that side of things, but it was so fun to have it all set up. It’s a bit of an eclectic collection at the moment, because you’ve got a mix of newer seasons and older seasons, which to see all of the stuff that I’ve done and what I’ve achieved is kind of cool because I think when you’re doing it, you’re not necessarily thinking, “Wow, I’ve got to this place, I’ve got to that place.” You’re just dealing with the everyday, but it’s quite nice though. I feel quite proud.

LR: If you had to choose one scarf, which one would you pick you as your favorite?

JS-L: It changes a lot. Over the summer, I was absolutely in love with the Inca in Sea + Sand, the blue dip-dye one. I wore that so much. The Inca in black and gray now I’m wearing more. They’re not out yet, but coming out in the next couple weeks are two Lily prints I’ll show you later and there’s one that’s really red with just black and there’s another in khakis. I was wearing one of them yesterday because the weather was obviously a little bit cooler with a really cool purple-pink sweater and lovely contrast, so I think every time I do a new one, that becomes my favorite.

The new Autumn/Winter collection includes the red and green scarves seen here with the Lily motif in a bigger style

LR: What is in store for the future of Orwell + Austen? What do you hope to achieve with your brand?

JS-L: We’re just turning our focus now to going into some big department stores, places like Liberty. I spent the last year just figuring it all out a little bit, getting Wolf & Badger stocked is good because you get lots of customer feedback and because they’re all limited runs, I can change things up quite easily and take feedback, so people wanted slightly bigger, so I’ve done slightly bigger and playing around with color a little bit more, but I’d love to be in somewhere like Liberty. That would be my dream. I’d just love to keep designing and keep evolving. Eventually, I’d like to add maybe some clothing pieces of some kind one day down the line, but like I said at the beginning, I’ve got a lot to learn in that area, so I’m trying to take tips, but that would be my dream. 

             Visit the official Orwell + Austen website here to see the variety of scarves on offer. Look out for an upcoming collaboration with Rosie Fortescue of reality television series, Made in Chelsea, fame. The designs have already been completed and Schuhle-Lewis told me that we should be prepared to see the inclusion of geometric prints.

A Surge of Serge DeNîmes: A Pop-Up Follow-Up

With Oliver Proudlock of the Serge DeNîmes brand  

             I first introduced Oliver Proudlock’s fashion brand, Serge DeNîmes, to my blog with an interview here. Skip ahead about one month and we have reached June 24th, the opening day for the Serge DeNîmes Head to Toe pop-up shop, located at 40 Carnaby Street. Serge DeNîmes has teamed up with FINLAY & CO., Marlborough World, Oliver Sweeney, and Love Brand & Co. to present top of the line designer gear.

             Carnaby Street is a popular pedestrian friendly shopping area that was first laid out in the late 1600s. Swinging London emerged in the 1960s and Carnaby Street was seen as the place to be during that time. Its underground music bars attracted bands such as The Who and The Rolling Stones and its fashion boutiques became associated with Mods, hippies, and dandies. While Carnaby Street has evolved since then, Serge DeNîmes can now be added to the list of brands that continue to make Carnaby Street the happening place it is today. The closest tube station to this tucked away street is Oxford Circus. Head down Regent Street towards Piccadilly Circus and hang a left on Greater Marlborough Street. Carnaby Street should then be on the right.

             The Serge DeNîmes pop-up shop caught my eye instantly and I entered a clean, white space with plenty of room to show off the brands and products in their best light. Music from the likes of ASAP Rocky and Bastille flooded the overall trendy arena. Proudlock and the shop assistants were decked out in Serge DeNîmes gear, wearing their items with sought-after effortlessness, but each adding their own personal flair. 

             A rack of Serge DeNîmes t-shirts was displayed flatteringly at the forefront of the shop, with sweatshirts and tanks scattered throughout its length. Floral and tropical designs seemed to be the adopted choices to welcome the summer. Color schemes waned from one extreme to the other - splashes of invasive brights or monochromatic black and white. Serge DeNîmes toys with the idea of femininity and masculinity, because while a woman could easily flaunt the palm-tree laden tank, so could a man.

             The summer collection captures the exoticness of going on vacation to somewhere new and fresh. The brand is youthful and nostalgic, merging elements of reverie and daydream. Proudlock’s mother, Lena, is to thank for the use of her Rio de Janeiro photographs on some of the t-shirts. The tanned bodies will have you lusting after that much-needed trip away. Serge DeNîmes allows a distortion of reality, if only for a moment. You can transport yourself to another time or another place. 

             Serge DeNîmes does not cower away from experimentation, but utilizes it to provide quirky patterns, from the all seeing eye, to crosses, to Lil’ Wayne! Minimalistic yet versatile, the brand is composed of pieces meant to be thrown on or just as easily paired with dressier ensembles. Above all, the brand makes a statement and forces the wearer to take charge of that statement. For the attention shy, beware that you will be noticed while sporting Serge DeNîmes. Tanks were even framed on the shop’s walls as if to say, “Look at me!” Beanies, hats, and jewelry were also added into the mix to make for a good blend of chic street wear.

             Quirky handmade wooden sunglasses from London-based FINLAY & CO. dominated the back corner. I was drawn to their edginess, raw appeal, and sheer unusualness. The brand only launched in Summer 2012, but their simply designed frames and classic designs should guarantee them a poolside spot in the hot summer months to come. Just the accessory to top off any purchase in the shop, it would take severe restraint to not be tempted.

             Marlborough World, known since 1972 for its leather goods, injected satchels, totes, and bucket bags into the shop. Proudlock’s style blog seen here incorporates one of Marlborough’s World’s weekend bags in a muted black and yellow paisley print. Glossy snakeskin, dainty rose, and classic camel were just a few of the featured exteriors to amp up the surrounding outfits.  

             Proudlock worked alongside shoe brand, Oliver Sweeney, to design urban chukka boots and hi-top trainers in leopard print and suede. I overheard Proudlock pointing out one of his designs to a customer, a worthy addition to the footwear line. Established in 1989, Oliver Sweeney promises quality and comfort without ever foregoing style.

             Love Brand & Co., a beachwear and swimwear label, devotes its cause to elephant conservation. London designer and entrepreneur Oliver Tomalin launched the brand in 2011 and aims to help elephants in their natural habitats. Five percent of Love Brand & Co.’s sales go toward elephant conservation. The brand’s logo incorporates two elephants facing one another, their trunks and front feet forming a heart. Shorts in punchy, eclectic colors and pastel drenched polo shirts easily complemented Serge DeNîmes tanks and tees. 

             Collaborations with the selected brands were hardly accidental. Sharing bold and inspired visions, all of the brands connected and cleverly meshed together to create an aesthetically pleasing display of talented workmanship and pure determination. By the time you’re done sifting through the brands, you are indeed able to, and rather stylishly might I add, dress yourself from head to toe. 

             Proudlock was down-to-earth and approachable, a walking embodiment of the brand’s laid-back cool vibe. Mingling with the customers, he made a point to greet, socialize with, and say goodbye to practically everyone. For someone so well established, he was still incredibly thankful for the turnout of the shop. It was evident that some people were compelled to visit the shop just to snap a quick photo with Proudlock, but they ended up staying for Serge DeNîmes. That being said, some people entered the shop purely for the sake of what it had to offer and Proudlock’s presence was merely an added bonus. The shop saw a constant flow of people, but as they filtered in and out, the shop easily upheld its exclusivity. 

             As I left, I congratulated Proudlock on his accomplishments and wished him the best with the shop. After doing so, I couldn’t help but think that he resonated the air of someone that people gravitate towards and just want to hang out with. Made in Chelsea fame aside, Proudlock is making a name for himself away from the reality television series through his passion for clothes and eye for style. I think it’s this ease with himself and where he wants to go that makes him and his brand so charming. 

             Before I paid a visit to the shop, I received a package. It contained my black Serge DeNîmes tank emblazoned with the words “SO SERGE.” It wasn’t until later, however, that I held a new sense of appreciation for what that phrase and Serge DeNîmes truly represents. 

             The Serge DeNîmes Head to Toe pop-up shop is open 10:00 until 19:00 Monday through Saturday and 11:00 until 18:00 on Sunday from now until July 20th. 

             Visit the official Serge DeNîmes website here and Oliver Proudlock’s website here. For the FINLAY & CO. online shop and additional stockists, see here. For Marlborough World’s designs, see here. Discover what Oliver Sweeney has to offer here. To learn more about Love Brand & Co.’s vision and clothing, see here.

A Surge of Serge DeNîmes: A Conversation With Oliver Proudlock

Photo courtesy of Sven Eselgroth for STYLE etc magazine

             While Oliver Proudlock is mostly recognized for starring in British reality television series, Made in Chelsea, his noteworthy fashion brand, Serge DeNîmes, deserves just as much limelight. Proudlock started the business in 2011, christening it Serge DeNîmes after a fabric called serge made in Nîmes, France. Today it it more commonly known as denim. Serge DeNîmes is based mainly around t-shirt and sweatshirt designs, but also branches out into beanies, hats, and jewelry. Due to the brand’s simplicity and versatility, it does not discriminate against the wearer, whether they be male or female. Indeed, the clothing line is very much unisex and exists to conform to the style of the individual. Serge DeNîmes combines all of the aspects that make me a strong advocate of fashion – minimalism, art, and statement. Not only is the brand stylish, but it is a unique revival of what it means to stand out from the crowd, something that all city-dwellers hanker after.  

             Armed with some questions for Proudlock, I was kindly given the opportunity to have them put through and answered by him. I would like to give a big thank you to Emily Austen and Oliver Proudlock for making this interview possible. 

Laura Rutkowski: What has been most rewarding about creating and maintaining your own clothing brand?

Oliver Proudlock: There is nothing more rewarding that has happened to me. 

LR: Describe your ideal piece of denim wear. 

OP: It would have to be my vintage Levi’s denim jacket. 

LR: A Serge DeNîmes pop-up store is set to open this summer. What are your hopes for the store and what can we expect?

OP: It is not yet 100 percent confirmed, but we hope to be opening a pop-up on Carnaby Street from mid-June to mid-July. We will be showcasing our exclusive summer collection, as well as stocking alongside some really cool brands that we have personally selected. Alongside this we will be hosting various creative events throughout the month. All in all, we will be pushing the three things that are so important and embedded within the Serge ethos: Music, Art, and Fashion.

LR: What is one item that everyone should own from the collection?

OP: I would say the Serge DeNîmes Block T-shirt in black or white.

Photo courtesy of Serge DeNîmes

LR: Currently, Serge DeNîmes can be bought online and from select stockists. Would you like to have a permanent address for the brand?

OP: At the moment we love to be stocked in selected, exclusive boutiques, as well as doing pop-up shops in various locations. I feel this keeps the brand fresh and exciting, but you never know, one day we may plan to open our own flagship store.

LR:  How would you sum up your style and the influence of fashion in your life?

OP: I would say my style is casual, eclectic, and urban. Fashion has always been an important part of my life. My mum was a designer, so it is in my blood. It is all around us and is an important form of expression and individuality.     

LR: What advice would you give to young entrepreneurs like yourself who want to start their own business?

OP: I would say take your time; patience is key. Nothing in life comes easy, so don’t feel disheartened if it doesn’t happen overnight. You have to be passionate and love what you do, and surround yourself with like-minded individuals who have your best interest at heart. All in all, don’t give up!

LR: What do you envision for the future of Serge DeNîmes?

OP: I hope to expand the brand into new products and eventually move into being a denim-based brand, as well as move the brand around the world, introducing it to the USA and the Asian market. Another major part of the brand is I want it to be a platform for up-and-coming creatives, so in years to come, I hope that this platform will be a recognized enterprise within the creative industry.

Photo courtesy of Serge DeNîmes

             I’ll certainly be keeping my eyes peeled for the Serge DeNîmes pop-up store this summer, hoping to check the brand’s black beanie and floral cross tee off my wardrobe wish list. London, rightfully one of the world’s fashion capitals, sees a constant influx of new trends, styles, and designers. Proudlock has contributed his own flavor to the endlessly evolving fashion world here in London, and for that, he’s done the city more than proud.

             View the official Serge DeNîmes website, which includes the online store, here. You can also find inspiration on Proudlock’s style blog here, where not only he is spotlighted, but other male street style outfits as well.