Current MiC star Oliver Proudlock started his brand ‘Serge DeNimes’. The contempory brand promises “original, urban t-shirts of the highest quality”.
The name ‘Serge DeNimes’ originates from Proudlock’s love for denim & the below text explains how they came up with the name:
“Denim has been in American usage since the late 18th century. The word comes from the name of a sturdy fabric called serge, originally made in Nîmes, France, by the André family. Originally called serge de Nîmes, the name was soon shortened to denim.” (This text can be found on the about page on the Serge DeNimes site).
Below is an example of one of the t-shirts that can be found on brand’s online shop:
(Copyright of this photo belongs to Serge DeNimes)
The t-shirt uses the current trend of having crosses printed onto clothing & not only merged the cross with the initials of the brand but also by merging the initials themselves. This in style t-shirt costs £52.00.
If you would like to see the other pieces of clothing by Serge DeNimes, follow this link to the Serge DeNimes site –> http://sergedenimes.com/