It’s often said that Breakfast is the most important meal of the day. This is because Breakfast provides the body and brain with fuel after an overnight fast. In a similar vein, your entire morning routine is an important one- how you start the day, sets you up for the rest of the day. As English poet William Blake once said, “Think in the morning. Act in the noon. Eat in the evening. Sleep in the night”. How does your morning routine start? Coffee, shower, gym, email, news? We ask some of the industries leading tastemakers for their morning report and daily routine, and today Oliver Proudlock from updates us on his life.

Ape: When do you rise?

OP: Between 6am-7am

Ape: Describe your first hour; do you exercise or watch the news for example?

OP: I train. Either strength training, or HIIT.


Ape: What is your grooming routine?

OP: I use boots no. 7 face moisturiser for normal/dry skin. It has SPF15, which for me is important as i tend to be outside alot. Then I use Mixa restoring body lotion, and finish with some Jo Malone English Oak cologne.

Ape: What do you eat and drink?

OP: During the week i tend to eat pretty clean, to aid my training and my busy weeks. I am an ambassador for an amazing company called Fresh Fitness Food, and they deliver every morning 4 meals a day built around my macros. I usually don’t drink during the week, unless i go to the occasional event, where i may have a glass of red wine, otherwise i try to always stay hydrated, drinking around 2-3 litres of water a day. Then on the weekends i am much more relaxed, i tend to eat out and have a few drinks. I always have pizza on the weekends, it is one of my favourite meals.

Ape: Do you see morning as a time to think and plan or just to get yourself into gear for the day ahead?

OP: To be honest i see it as both. My morning training is when i zone out, process my daily goals, as well as get me in gear for the day ahead.

Ape: What typically do you dress in for work?

OP: For me it is important to be comfortable, this then leads to confidence in whatever you wear. I usually always wear a pair of jeans, boots, a tee, and some sort of bomber, and I always accessorize with my Serge DeNimes jewellery.


Ape: What is your method of transport to the ‘office’?

OP: I get a bus to the gym, then I walk from there to my studio.

Ape: What does a typical day look like to you?

OP: Everyday is very different. I tend to split my time working on my brand Serge Denimes, as well as my own individual brand as Oliver Proudlock. When working on Serge, a typical day would involve a full day from 9am to 7pm working in the studio with my team. This would involve designing new collections, planning shoots, marketing and PR, and collaborations. Outside of Serge I run my style blog, as well as my youtube channel Oliver Proudlock, as well as collaborate with brands working across Fitness, Fashion, and Travel. It is hard to define a typical day, but one thing i can say is everyday involves me being creative.

Ape: How does your perfect evening look?

OP: My perfect evening would be a dinner out with my girlfriend, eating some amazing food, drinking some nice red wine, followed by a few drinks with friends.