My London: Oliver Proudlock – Serge DeNimes founder

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Fine Art graduate and insatiable creative Oliver Proudlock says that he has three passions – “music, art and fashion.” When he moved back to London after university, Oliver set up fashion and accessories brand Serge DeNimes, that focuses on premium, urban apparel. He has also collaborated on a number of projects, including an exclusive range of four styles of shoe for Oliver Sweeney and a capsule collection with jeweller Theo Fennell. His website oliverproudlock.com is the culmination of all his current working projects, and has been set up be the destination for a variety of commitments, including Art, Serge DeNimes, Proudlock Style, as well as collaborations and news.

Favourite neighbourhood:

Notting Hill. It reminds me of being back in New York. It has a creative buzz and is filled with cool bars and restaurants.

Favourite place for brunch:

The Breakfast Club. I either go to the one in Soho or Clapham – it’s perfect place to get breakfast all day. It has a great ambience, awesome staff, and most importantly does an epic breakfast!

Best coffee in London:

Allpress in Shoreditch. I am not really a coffee drinker, but I have heard that this place is the shit.

Favourite gallery or museum:

Tate Modern and V&A. I am obsessed with the buildings themselves, and often visit them to escape and be inspired.

Favourite building:

Westminster Abbey. A phenomenal building that has an amazing history.

Favourite place to shop:

Selfridges. It houses some of my favourite brands and is a place where you can get everything you will ever need.

Favourite place to find inspiration:

East London. When it comes to fashion, I love to people watch in East London, the street style is so creative and young.

Best London destination for a date:

London Zoo. It is one of my favourite places to hang in London, and it’s a fun place for a date.

Favourite park:

Hyde Park. Summers in Hyde Park are the best!

Favourite food market: Borough Market. It has every type of cuisine you could imagine. My girlfriend and I often go there when we are hungover and spend all day going from one stand to the next.

Your sanctuary in the city:

Serge HQ, in my office, and work environment. It’s where I culminate my entire creativity.

What inspires you?

My inspiration is my immediate surroundings: the chaotic, culturally diverse and volatile urban atmosphere.

This season I’m loving:

Camo. For me it never gets old.

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