Serge Denimes’ Summer 2013 Collection

By Butterboom Writers  /  July 23, 2013

Oliver Proudlock’s cool hip label.

Fashion blogger, Jackaline Tang discovers new British label Serge Denimes-

In the hot, sticky weather of a Hong Kong summer, I have become very picky about what materials my clothing is made of.  I am on a constant quest to find the perfect T-shirt which I could wear casually with shorts or jeans or smarten up by wearing cigarette pants or a pencil skirt.  I have found some great cotton t-shirts which are plain but me being a print lover…but I want something more.

Incredibly, I might have found my holy grail with the designs by British label Serge Denimes.  The brainchild of reality tv star Oliver Proudlock of Made in Chelsea fame.  Before you call me crazy, I admit I was initially dubious about the validity of him being the creative force behind the brand…I was wrong.

After meeting him in his London studios, I was impressed by his knowledge of his brand and where he would like his brand to expand into.  He started small, researching the right premium cotton and then his first set of shirts that went on sale had prints of photos that his mum (a renowned photographer) had taken many years back.  It had been a conscious choice to start there to have creative control on how the print would look like on the garment.  So I applaud his business acumen!

The end product…beautifully printed T-Shirts which are made from the softest of cotton and have great individual prints on them…don’t worry the colours won’t run.  You can shop on their online store  or if you are in London, there is a pop-up store in Carnaby Street.  Two thumbs up from me for Serge Denimes and Oliver Proudlock.

Here are my top picks (please note that these are unisex T-Shirts)


Jackaline Tang


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