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Serge DeNimes Summer 2014 Collection

Made In Chelsea Star’s Clothing Line Taps Into Heat

Urban apparel label Serge DeNimes has responded to the UK temperature spike by releasing a collection of vests and shorts.

The mini range from the brand, founded by Made In Chelsea star Oliver Proudlock, includes printed and graphic designs in basic black, navy and white color ways.

In addition to plain pieces, floral and repeated symbols appear alongside the brand’s signature name and So Serge motifs.

The latter takes its name from the label’s Tumblr blog, where staff upload design-related posts and allow users to ‘reserge’ the images on to their own pages.

Despite only being in business for three years, Serge DeNimes has already created an exclusive collection for Harvey Nichols, which followed on from a footwear partnership with Oliver Sweeney.

Earlier this year the menswear label worked alongside charity flip=flop firm Gandys to produce a joint collection, with 10 percent of profits donated to charity.

The company’s website hints at further projects, stating: “As an ever-evolving brand, we are constantly on the search for on-trend, significant collaborations.”

Serge DeNimes’ mini range of summer styles is available to buy online now. Prices start from £35 for vests and £60 for shorts.

Serge DeNimes Summer 2014 Styles

Luke Todd

As FashionBeans deputy editor, Luke Todd is tasked with filtering through the latest from the worlds of fashion, grooming, fitness, technology and lifestyle to deliver an indispensable edit of the most stylish stuff. Along with working on the site since 2009, he has written for leading titles such as ShortList, Drapers and GQ Style Germany and has consulted for brands including Bulldog Skincare and James Harknett.