Made In Britain: Oliver Proudlock Explains His Home-Grown Style

Oliver Proudlock is stuffed with surprises. Dismantling the parable of the fact TV stereotype one mission at a time, he’s an entrepreneur, designer, mannequin and social media star, relying on what day of the week it’s.

But, whereas Proudlock undoubtedly has many strings to his bow, males’s style is the place his pursuits predominantly lie. Now a daily face on the London menswear scene at occasions and style weeks, his particular person model of dressing is difficult to overlook.

It’s a lazy remark however Made In Chelsea, the fact TV present that first catapulted him to public consideration, is a parade of posh boys popped collars. Proudlock stands out as a result of he doesn’t go for the chinos-and-executive-collar uniform. He dares to do one thing totally different.

His type is a mixture of streetwear and menswear staples. Distressed denim, printed shirts, assertion outerwear and crowd pleasing equipment all play a component, and whereas the look appears worldwide, it’s grounded within the Londoner’s personal interpretation of basic British type.

He enjoys taking the standard and dragging it into the 21st century, whether or not that’s the signet rings he designs for his personal model or the eccentric tailoring he goes for when the gown code calls for: eccentric, usually vibrant fits, however immaculately made by the likes of London tailor Joshua Kane.

More than a garments horse, Proudlock’s personal model Serge DeNimes has gone from power to power, making an attempt to sort out males’s collective persistent aversion to jewelry.

In an unique shoot, we took this modern-day renaissance man and styled him in the most effective British design on the market in the present day (with a bit Ralph Lauren thrown in for good measure) and picked his brains about all the pieces style, health and grooming.


FashionBeans: What does a typical day in your life appear like?

Oliver Proudlock: Every day could be very totally different. One factor I all the time attempt to hold unchanged is my health routine. After, I have a tendency to separate my time engaged on my clothes model, in addition to my very own private model.

When I’m engaged on Serge, a typical day would contain a full day working within the studio with my group. We are all the time designing new collections, planning shoots, advertising and organising future collaborations.

Outside of Serge, I run my weblog ProudlockStyle, my YouTube channel and work with health, style and way of life manufacturers day by day. It’s fairly full on however meaning it’s onerous for me to pinpoint a typical day, which I discover so stimulating.

How did you begin Serge DeNimes?

It was all the time my dream rising as much as grow to be both an artist or have my very own style model. I did a course at Central Saint Martins, earlier than going to Newcastle University to finish my BA in nice artwork. I liked and nonetheless love portray. However, it was my love for style that shone by means of ultimately.

I arrange Serge DeNimes in June 2011 with the thought of making a small assortment of T-shirts that weren’t solely the proper match, but additionally featured cool, fascinating graphic designs. The T-shirts have been Pima cotton, and the pictures for the primary assortment have been taken from my mom’s guide Carnival in Rio ’78. It’s a metropolis that has all the time impressed me creatively.

The greater dream with Serge was to finally concentrate on jewelry. Seven years on the model affords jersey and denim attire, however our principal focus could be very a lot males’s jewelry.


Where do you discover your design inspiration?

I’ve all the time mentioned my inspiration comes from my instant environment. I spend most of my time at dwelling in London, the place the road type scene is all the time evolving and extremely eclectic. I’m fortunate to name such a dynamic metropolis my dwelling.

What are your favorite British manufacturers?

There are just a few manufacturers that basically stand out for me for the time being. I’d say Oliver Spencer, Christopher Raeburn and Burberry. I’ve all the time been an enormous fan of Christopher Raeburn, however it’s particularly cool to see the model dominating the sustainability dialog.

When it involves uniquely British manufacturers, Burberry is an apparent selection; it has a lot historical past, however there have additionally been so many various levels in its evolution.

Oliver Spencer is one other favorite, as I’ve gotten older I’ve grow to be extra aware of shopping for basic items constructed from the most effective supplies which the model does rather well.


Is there any recommendation that you’d give to males who’re unfamiliar with carrying jewelry?

A necklace or a signet ring are all the time good beginning factors, use these as your on a regular basis items after which when you get extra assured, layer up with different gadgets and blend up totally different metals. Jewellery can actually full a glance and provides it individuality.

How would you describe your type?

I’d say my type is laid-back and eclectic, with a touch of the ‘90s thrown in. Denim is always a staple for me. My mum loved dressing me in not just double denim but quadruple denim when I was younger, so it’s one thing that’s simply caught with me ever since.

Other than that, I like to combine excessive avenue and designer items, which individuals discover fairly stunning however it means you get fairly a assorted look.

Which present traits are you most excited by?

I’m loving the transfer again to tailoring and customarily a extra elegant approach of dressing. I’m an enormous fan of fits which might be loud and accentuated of their reduce and design. In specific Joshua Kane fits are a go-to.

With menswear’s present love of wider lapels and outdated prints, I attempt to hold issues basic however fashionable, so I’ll put on an open shirt with my fits then layer on necklaces and rings, including excessive boots fairly than conventional formal footwear to complete the look.

What are some type ideas that ought to each man stay by?

Definitely put on what makes you are feeling snug, as consolation will all the time result in confidence. This could possibly be a three-piece go well with, or for others a tracksuit, it doesn’t matter.

I all the time construct my go searching one piece too, whether or not that’s a extremely cool bomber or blazer that I really like. Once you have got one merchandise, use that as your epicentre and the remaining ought to fall into place naturally.


You’re fairly dedicated to the fitness center, what’s the most effective recommendation that you’d give?

I prepare 5 days every week: 4 days of power coaching and someday of doing cardio or HIIT. I all the time prepare very first thing within the morning at 6am, it units me up for the day and releases the endorphins, so I’m able to assault the day forward.

It’s necessary to keep in mind that everybody’s physique is totally different, so do what makes you are feeling good. For restoration, I swear by BCAAS [supplements to boost muscle growth and enhance exercise performance], and simply be sure to refuel your physique with the right vitamin.

How do you keep well-groomed?

Like most guys, I prefer to hold my grooming regime fast however efficient. One factor I swear by is saunas, adopted by ice chilly showers.

In phrases of merchandise, I exploit a No. 7 face moisturiser for regular/dry pores and skin. It has SPF15, which is necessary for me as I spend numerous time outside. Then I exploit Palmers Cocoa Butter lotion on my physique and end with some Jo Malone English Oak cologne.


What are your plans for the longer term?

I’ve some thrilling tasks arising all year long, together with collaborations with manufacturers that I’ve all the time needed to work with. I’m actually excited to start out wholesaling Serge DeNimes jewelry worldwide too. We have already got some thrilling accounts launching this yr in and outdoors of the UK.

Personally, I’m very excited to start out filming the second season of my dwelling renovation present From Crib to Casa with my fiancé, which might be airing on our YouTube channel The Proudlocks in March. I even have simply began a brand new enterprise, a sake model known as Four Fox Sake. However, above all the pieces, I’m most excited to marry my soul mate Emma Louise Connolly in Summer 2020.


Get The Look


Photography by Will Bremridge
Styling and Art Direction by Luke Sampson
Hair and Make-Up by Shauna Taggart

Look 1: T-shirt, Derek Rose; trousers, Oliver Spencer, jewelry, Serge DeNimes

Look 2: Coat, Oliver Spencer; knitted polo shirt, King & Tuckfield, trousers, Oliver Spencer; footwear, Dr Martens; jewelry, Serge DeNimes

Look three: Shirt, Basic Rights; trousers, Basic Rights, jewelry, Serge DeNimes

Look four: Coat, Reiss; V-Neck sweater, Ralph Lauren; trousers, Reiss; footwear, Ralph Lauren; jewelry, Serge DeNimes

Look 5: Cricket jumper, Kent & Curwen; trousers, Oliver Spencer, jewelry, Serge DeNimes

Look 6: Shirt, Reiss; undershirt, King & Tuckfield; trousers, Oliver Spencer; footwear, Dr Martens