Natural Selection
Published 21 months ago
Premium denim is taken to its next evolutionary step with the launch of Natural Selection, launching this September.
Inspired by Darwin’s theory of evolution, the Natural Selection brand ranges from raw unlaundered denim to the authentically treated pair. The notion that only the 'strongest will survive' fits the brand’s keen desire to keep evolving and achieve cult status in the denim market. The new line from Natural Selection delivers a fresh
interpretation of denim, using the finest fabrics from the Kurabo mills in Okayama, Japan with authentic detailing
and washes, coupled with innovative styling.
All finished by hand, authenticity to the jeans with heritage detailing is paramount as all workmanship is of the highest standard. A beautiful, hand drawn illustration upon the leather patch specially designed by the graphic artist Reilly - utilising a subtly British concept of an ornate floral design inspired by the decorative engravings on British shotguns - provides a background for the iconography of a pheasant riding a penny farthing, a dual reference to classic, British innovation.
Each pair comes with a complimentary leather bound booklet with a brief introduction to Natural Selection and hand drawn sketches of the styles offered by the brand. Each pair is handed to the customer in a cotton carry bag, inspired by the pocket found with in the Natural Selection jeans.
Available in London at Selfridges and Start Boutique now
