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Founded in 2009 by John Park, Natural Selection takes inspiration in its name from Charles Darwin’s book ‘Origin of Species by way of Natural Selection'. Originally starting as a denim brand, and using only Japanese selvedge, the London based ready to wear label marries modern silhouettes and finishing techniques to authenticity and high-fidelity construction. Ready-to-wear was introduced for AW14.
Fusing clean lines, relaxed tailoring and quality fabrications to realise considered and coherent collections, Natural Selection’s expertise in denim compliments the brand’s smart/casual juxtaposition, where understated design is paramount. In keeping with the continual evolution of the label all branding has been stripped back to allow for an uncompromising product always with the modern, quality-conscious man in mind.
The Natural Selection store opened its doors on Monmouth Street in London towards the end of April 2015. Featuring light oak flooring, glass furniture, chrome and brass fittings the store translates the brand’s clean, contemporary aesthetic and elevated functionality into a smart and sophisticated shop fit.
Offering the discerning consumer the opportunity to shop both ready to wear and the extensive denim range, the Natural Selection store also carries curated collections from specially sourced designers; namely No.288 footwear from New York and Parisian eyewear brand Thierry Lasry. Cosmetics from Dr Jackson’s all-natural skincare range and fragrance from Histoires de Parfums will also complement the store’s all round offering.