LIFE BY LOIS : cube pr

Friday, 24 October 2014

Serge DeNimes AW14 Collection Preview: The Spirit Within

This Autumn Serge DeNimes presents a moody introspective collection titled,"The Spirit Within". Inspired by the essence of a wolf, Proudlock expertly translates the creatures attributes of being fierce, confident and a born leader into a wearable, unique urban street collection that fundamentally represents this generations creative influencers and game changers.

In his own words

"I am extremely proud & excited to launch the Serge DeNimes AW collection. I feel that the brand has gone from strength to strength over the last 3 years, and this collection is a reflection of all the hard work that I and my team have put into making this our strongest collection to date. We have come along way from starting as a t-shirt brand and now our product range is not only larger, but having moved to a new factory, the quality and attention to detail is stronger than ever" - Oliver Proudlock, Creative Director of Serge DeNimes.

The collection is available online at www.SergeDeNimes.com and in selected stores throughout the UK soon.
In the meantime, check out the sneak preview of the collection & watch the teaser trailer below.

Teaser video: http://www.youtube.com/watch?v=S0BcoSF4Ugo

Serge DeNimes AW 14 Launch Party

Last night London's cool kinds gathered together to celebrate the launch of Oliver Proudlocks Serge DeNimes AW 14 collection. A brand synonymous with raw street style and originality, it made sense that the room was filled with like minded individuals.

There were four things I loved about this event:

1. The people there.

Cool, varied and talented. From music, to stylists to designers there was a wealth of this generations emerging artistic influencers. It was great to just meet so many people pursuing their passion and on their hustle.

2. The collection

Proudlock out does himself in the 3rd year of Serge DeNimes for what I think is the best collection yet. It is versatile, fresh and so on trend it's a bit ahead of it. Look out for my next post which will have more on the collection.

3. The vibe.

The third thing I loved was the vibe, laid back. The music was on point (at one point Bel Div Devo Poison played & that got people dancing :) The drinks were Mahiki rum, tequila and beer and the atmosphere was buzzing. It was for lack of a better word simply chill and easy. Just like the collection, confidently and subtly awesome.

4. The style.
People turned up. Oliver's friends rocked exclusive items from the new collection whilst others peacocked their own distinct style. Not the sort of party where anyone would be wearing the same thing. Some outfits were self made, others were self styled all were expressive and a refreshing anecdote to the fast fashion mass produced style generation.

Perhaps it is fitting then that this collection is based on a wolf. The creature famed for being strong alone and confident in a pack. That's what life is about really. Stand on your own two confidently in the crowd or on your own. More on the collection in a moment. First, here is the night in pictures.