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Q&A With Founder and Creative Director

28 - 12 - 2016

We talk to John Park, Founder and Creative Director of Natural Selection, about the new Spring Summer 2017 collection, ‘Story of AI’


The collection is called ‘Story of AI’ - can you explain where this came from?

The collection was basically inspired by a journey - or evolution if you like. We were looking at the journey of Indigo, known as AI in Japan, both geographically – from Indigo’s cultural homeland in the Indus Valley, India, along the silk road to the artisan mills of Ibara, Japan; and chromatically, as the Indigo evolves from plant to garment dye. 


Tell us what people can expect in SS17. 

People can expect a visual interpretation of the conceptual journey from India to Japan. A new Tropical print reflects the journey’s landscape, fitting for the summer, and a colour palette of greens and blues, from light washes to darker hues, exemplify Indigo’s evolution. 




And the fabrics?

Excitingly we’ve got some new denim: the Pepper Denim – an ecru coloured denim with dark flecks, and the Atllas Denim which has an atlas-esque jacquard print as a nod to the sea. Another key thing is the Olive Paisley. This is presented in a technical waterproof fabric inspired by northern India and has been incorporated into a few highlight SS17 pieces. 


As always, we are most concerned about sourcing the highest quality fabrics. So all of it is from some of the best mills across Japan and Italy. 


Finally, which pieces are your highlights for SS17? 

I’d say keep an eye out for the Tarum Jacket, a collarless fitted jacket that’ll be perfect for layering lightweight outerwear – a great seasonal transition piece; and the Nila Trucker, an oversized denim trucker jacket.


We’ll also be continuing our Boxer jeans, an oversized fit jean with a subtle drop-crotch, which has been a massive hit in its debut season. 



The Natural Selection SS17 collection will be available in-store and online from mid-late February 2017. Keep an eye on our website and social media for more updates and previews.