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Serge DeNimes x The Idle Man
November 24, 2014
On the back of the launch of their AW14 collection, The Spirit Within, Serge DeNimes has joined forces with the menswear e-tailer The Idle Man to create an exclusive collaboration.
Launching today, the Serge DeNimes x The Idle Man range adds to the AW14 collection with two exclusive T-shirts, replacing the the brand’s best known logo – ‘So Serge’ – with ‘So Idle’. An edit of the AW14 collection is also available – sweatshirts, joggers, T-shirts and a bomber jacket – all in the season’s palette of black, white and grey. Serge DeNimes’ designers took a more minimal approach to AW14 and allowed the design and detail to do the talking.
At an exclusive launch event in London’s Shoreditch, Serge DeNimes’ and The Idle Man’s guests turned out en masse to the intimate venue – so intimate in fact that CANDID Magazine arrived when capacity had already been reached, emphasising the brand’s following – where the two brands showed off their collaboration in true London style. Model Chris Millington lent a photographic hand, of course a few Made In Chelsea faces were to be seen, and the brand’s founder Oliver Proudlock took centre stage with Thom Scherdel, buyer at The Idle Man. Proudlock and Scherdel met when Thom was a buyer at Topman and Serge DeNimes was in its early stages, and have been friends since, so the collab was only a matter of time when Thom jumped ship to The Idle Man; they have previously teamed with brands such as Hype and The Ragged Priest, and continue to support young British brands.
Talking exclusively to CANDID Magazine, Thom Scherdel told us of the collaboration, “We are trying to establish The Idle Man by collaborating with young cool brands and I’ve known Proudlock since I launched Serge DeNimes back when I was at Topman. The collection has gone from strength to strength ever since and we wanted to put our stamp on it. It was a simple play on their ‘So Serge’ slogan, ‘So Idle’ works just as well and can be taken a variety of ways which I quite like. Limited to a run of 25, we want to offer customers product they can’t find anywhere else”.
So you better hurry, if last night’s queue is anything to go by.
Available now from theidleman.com