Founded from a bedroom office with a meagre stock of just 500 t-shirts, Serge DeNimes have exemplified how a small, well-run t-shirt brand can develop into a successful fashion label in a short space of time.
The first collection from Serge saw a range of graphic tee’s inspired by a set of images of the 1978 Rio De Janeiro carnival, taken by photographer Lena Proudlock; mother of Serge founder and made in Chelsea star Oliver Proudlock.
The new collection has been given a slightly different twist compared to the original Rio tee’s range, although it is still in keeping with the brand’s pictorial persona. The range certainly encompasses the labels “Serge DeNimes” identity in a more obvious fashion than before, with three styles incorporating SDN monochrome branding across the chest – however, despite the bold lettering, the monochrome palette colouring keeps tees minimalist and relaxed.
Two of the stand out pieces within the collection are the “SDN x LDN Floral Cross” and “All Seeing” illuminati t-shirts. Both fit in seamlessly with the current AW12 print trends, whilst adding a certain indie vibe to your chosen outfit. (Both designs are also available in vests.)
Due to the popularity of the first range, five new Rio tees have also been released, all of which radiate the positive South American influence of the original collection. For anyone who didn’t get a chance to grab an original Rio tee, you need not worry, two of the most popular designs have been re-released in the new range, now coming constructed in soft wash cotton.
To complete the 2012 collection, SDN have included a trio of “The Good Life” tees featuring Obama, Kanye West and Lil’ Wayne. Each integrates a sketch style design along with a SDN necklace pendant and finger tattoo.
One of the trademark features of any Serge DeNimes tee is the superior fabric quality; made in Peru in order to acquire both excellent cotton and a specific enzyme wash, the t-shirts have an ultra soft feel on your skin that never fades. This focus on premium construction techniques also ensures a vintage, aged aesthetic that stands out effortlessly in comparison to the current fast fashion market.
The future for this developing brand looks very promising; there are plans to release a men’s cologne for SS13 as well as the expanding of their range to include jewellery, jumpers, denim, caps and rucksacks. The denim garments are some of the most highly anticipated here in the FashionBeans office, as the brand itself was inspired by the fabric: Serge being the fabric and Nimes the location in France where the iconic material was first made.
Unfortunately, due to the production of this collection taking place in Peru, the tees will not be available until November. However, they are available for pre-order at the Serge DeNimes website now.