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The Spirit Within – Serge DeNimes AW14

October 2, 2014

Fashion | by Mikael Jack


Serge DeNimes, the London founded and based urban streetwear brand, have just launched their autumn/winter 2014 collection. Taking a paired-back approach and keeping the colours neutral – black, white and grey – the design and details in the clothing get to really speak for themselves.

In a 2011 interview, Newcastle University fine art graduate Oliver Proudlock – the brand’s founder, and star of E4’s Made In Chelsea – said that after finding its feet as a T-shirt brand, Serge DeNimes would expand into other product types. Over the last year, we saw that expansion manifest itself as a fuller collection including accessories, sweatshirts, and sweatpants. Autumn/winter 2014 sees that collection grow further, and it shows a real coming of age.

The highlight features are the SDN camouflage print, the cut-and-sew detailing on T-shirts and sweats, and the new embroidered wolf motif which was the basis of this season’s inspiration – “The Spirit Within” – capturing the mystical animal’s stare. Animal signatures show no sign of dying down, and with brands such as Kenzo, Deetz and Givenchy famous for them, Serge DeNimes is in good company. Other move-ons include the jersey button-down shirts, in black and grey, which give a smarter edge but with the ease and comfort of jersey, and the simpler and longer length styles.

While it could be assumed that the success of the brand lies solely on the founder’s association with the E4 hit show, a look at the stockists will tell you that the quality and design speak louder. Now stocked internationally (including Australia and the Far East), Serge DeNimes continues to go from strength to strength and this collection will be sure to make its following happy – and seek out more than a few new fans on the way.

The full collection will be priced at £40 – £130, and available online at www.sergedenimes.com and in stores throughout the UK

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Mikael Jack