I have to blame 'Made in Chelsea' for this post, as one of the cast, Proudlock also known as Oliver Proudlock has created the charity label Serge Denimes. The charity supports communities within Rio de Janeiro but donating 5% of profits from the T shirts sold. I was a bit sceptical at first, as there have been many disappointing charity/fashion collaborations, but I was pretty impressed. Although plain the T shirts are surprisingly cool, sporting illustrations Oliver Proudlock produced exclusively for the line. Each tee shirt costs £55.00 and is hand wrapped by a member of the Serge Denimes team. A few pieces from the collection have been posted below...
