Natural Selection

Natural Selection

From Charles Darwin to the purest way to create denim

Who would have ever thought that Mr. Charles Darwin could have something to do with the world of fashion? The scientific contribution of the English naturalist, or better his work ‘Origin of Species by way of Natural Selection’ gives the name to the ready-to-wear London-based brand born from an idea of John Park in 2009. In the same year it was launched by GOTS (Guardians of the Standard UK design collective), whose mission was to support a high standard of quality in menswear: “We wanted to create a high level of construction and ethics, whilst also communicating its values with subtle motifs and hidden branding identifiers”, they said.
At the beginning Natural Selection, this is the name of the label, started as a denim brand which used Japanese selvedge only; then, the modernity of new silhouettes, finishing techniques and details made the British brand a real pioneer of quality fit and construction.
Clean lines, quality and tailoring fabrications, casual and glamorous combinations are the bases for the new ready to wear AW14 collection. And talking about the new line, we must mention Natural Selection Denim’s limited edition jean concept: No Evil, a real must-have for denim lovers.

Natural Selection AW 14 collection
Pure lines and fittings, denim jeans and shirts, jackets, coats, duffle coats, suits, sweaters, high collar shirts, structured lapels and items arrange the autumn-winter 2014 collection. Light and dark blue, black, denim, grey and white are the most chosen colors, but the tartan motif stands out in shirt+trousers or sleeveless jackets+trousers suits.

No Evil AW 14 collection
Charmed by secret societies as the Freemasons, Illuminati and Templars, their use of numbers and symbols hidden also in paintings and monuments, Natural Selection gave birth to a new mood: the exclusive No Evil, and extensive range of denim autumn-winter collection.
No Evil marks a key change in direction for Natural Selection: thought being always true to its denim roots keeping the best attention to construction, craftsmanship and details, the strongpoint is the development into a more contemporary fashion brand which uses ethical fabrics and techniques, recycled materials and sustainable washes.
Very exclusive, for this AW campaign the line offers three different styles: AW14: 00 (in its raw state), 03 (3 months wash), and 07 (7 months wash). The simplest and purest lines of denim take inspiration from the simplest architectural lines combined with vintage Americana style, constructed from organic denim with nickel-free hardware.
Not a real limited edition collection, because it will be available in a limited selected stores.

The London Series
The same colors and fittings are displayed in the London Series campaign which portraits the most stylish men of these times in the most iconic London places: from Acton studio with fashion Photographer Eddie Wrey to photographer Jonathan Daniel Pryce ( on the grounds of Somerset House; from Ian Bruce (The Correspondents) pictured in his studio in South London to Karlmond Tang from Mr Boy menswear blog in Camden; the auctioneer Sam Weedall in Hackney and the Creative Director Harris Elliott in Victoria, Embankment – just to name a few.
Skinny black denim jeans combined with red sweater, the importance of tartan pattern on shirts and trousers, then the Merino Cardigan Navy, the Merino Crew Navy and, for the outerwear, the Great Coat with fur collar and the Cadet Jacket Midnight.
The purest ready-to-wear denim world comes from London, has British DNA and the same old origins: from 1859 (the year of ‘Origin of Species by way of Natural Selection’) to nowadays. Discover Natural Selection new AW 14 collection!

Julie Parfaits

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