(image by Adam Spear)
From a young age, OLIVER PROUDLOCK has had three passions; Music, Art and Fashion. Creativity is something that is incorporated into his everyday routine, and has become part of the fabric that weaves his projects together.
Oliver founded the fashion label Serge DeNimes, a design-led brand which focuses on premium, urban apparel of the highest quality. Their original designs epitomize the urban culture and artistic flair that is the foundation of the Serge lifestyle and they strive to create an artistic community that focuses on producing cutting edge designs.
In addition to the exciting progression within his own label, Oliver has worked with numerous global brands over the years including Armani, Diesel, Reiss, River Island, Topman, Joshua Kane, All Saints and Hunter Gatherer. And has collaborated on a number of projects with various fashion houses including high-end shoe label Oliver Sweeney, jewellery designer Theo Fennell and a capsule collection with contemporary headwear brand BySju. All while maintaining a successful modelling career and running his own style/travel/fitness website OLIVERPROUDLOCK.COM and his fashion blog PROUDLOCK STYLE giving a direct insight into his style and the brands he loves
If you had one day to live what would be your biggest regret ?
Life is too short for regrets
What piece of style advise do you live by ?
Comfort leads to confidence
What piece of clothing best describes you ?
My Serge DeNimes customised distressed denim jacket
What do you have to do after this conversation ?
Get back to completing the new Serge jewellery collection
What is you most memorable moment ?
Hard to narrow down to one moment, but in terms of my brand it would have to be being stocked in the Mens Lab in Harrods. This was my first stockist, and this store has so many memories from when i was a kid. To be stocked there was a dream come true, as well as a divining moment for Serge.
Who would do you ideal diner guests ?
Al pacino, Rihanna, Pharrell, Gisele, Ralph Lauren, Jennifer Lawrence, Adele, Roger Federer, Mila Kunis, Robert Rauschenberg, , – people i look upto within fashion, art, sport, and film.
Favourite hotel in the world ?
If you could collaborate with one brand who would it be ?
I would love to collaborate with Ralph Lauren. Ralph has been one of my favourite brands since i was a kid, and to collaborate with them would be a dream come true.
Best piece of advise you’ve ever been given ?
Always be positive no matter what. Wise words from my mum.
Describe your style in three words?
Eclectic, Comfortable, niche
What piece of clothing should everyman have in his wardrobe ?
A denim jacket
What are you most excited about at the moment ?
Releasing the new Serge DeNimes mens jewellery collection