2013 Serge DeNimes

Last year at Jonathan Trumbull, we started stocking t-shirts by the exciting new label Serge DeNimes.  The contemporary brand founded by Oliver Proudlock in 2011, offers original, urban t-shirts of the highest quality.

Serge DeNimes name relates to the origin of Denim: a sturdy fabric called serge, made in Nîmes, France, by the André family. Originally called serge de Nîmes, the name was soon shortened to denim.

The brand’s first line was inspired by a series of photographs, taken in 1978 by prominent photographers Douglas Villiers and Oliver’s mother, Lena Proudlock , which focused on the world’s largest and most renowned Carnival, in Rio de Janeiro.

They launched the brand with 9 limited edition t-shirts with each design incorporating 4 layers of silkscreen, printed onto super lightweight soft cotton and individually dyed, making every t-shirt a distinctive individual piece. The tees are a men’s cut, but at Serge DeNimes they see them very much as unisex.

As well as continuing to produce their own designs and experimenting with denim, along with other fabrics, Serge DeNimes also plans to collaborate with other artists in the future.  Hoping to create an artistic community that focuses on producing cutting edge clothes of the highest quality, acting as a platform for up and coming talent and constantly aspiring to be an ever-evolving brand.

“Live the Dream”  – Serge DeNimes