Oliver Proudlock is a surprise package. Depending on the day of the week, he is an entrepreneur, designer, model, and social media celebrity, dispelling the idea of the reality TV cliche one project at a time.
But even while Proudlock clearly has a wide range of interests, his main focus is men’s fashion. His distinctive style of attire makes him a familiar fixture on the London menswear scene at events and fashion weeks.
This sounds like a cliche, but the reality TV show Made In Chelsea, which originally brought him to public prominence, is a parade of wealthy boys wearing popped collars. Because he avoids the traditional chinos-and-executive-collar look, Proudlock stands out. He has the guts to try something totally different. This United Kingdom native has 675K followers on Instagram, 308.1K followers on Twitter, and 39.2K followers on TikTok.
This is the first in a series of collaborations, this time between the brand and Oliver Proudlock, the creator of Serge Denimes. By fusing the modern and the traditional, Sju and Oliver have realized their shared aesthetic vision by producing a collection of Sju’s recognizable bowler hats with Oliver’s recognizable denim. The eight styles in the series come in a variety of vibrant colors, giving customers options for all four seasons. Their headbands are created from Welsh organic fair-trade denim, just like they do with all of their headwear, which are made from locally sourced materials. There are only 750 expertly-made hats in this limited edition collection.
Oliver is also the founder and creative director of Serge Denimes. They are proud to be a design-led brand that provides premium but affordable jewelry. Each piece is crafted from 925 Sterling Silver. The pieces are designed in London and were hallmarked at the Goldsmith’s Assay Office. The company creates 3-4 collections every year, each one having a unique theme story behind it. It aims to provide classic silhouettes and styles alongside statement pieces for a relevant but timeless collection for everyone.
Oliver Proudlock has become a leading figure in British fashion thanks to his unique and unconventional sense of style, and he gets to share his enthusiasm for fashion on primetime television. He has partnered with Mr. Sweeney, another of fashion’s well-known Olivers, to offer a small selection of unique chukka boots and high-top sneakers that will bring a special touch to any ensemble. Proudlock’s flashy and distinctive street fashion principles are embodied in the designs, which blend hefty soles, thick laces, leopard print patterns, bold suede, and slick leather, together with Oliver Sweeney’s superior materials and finishes. A little “bind/plus” logo sewn into each design serves as a visual representation of this style.