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Natural Selection Jeans
Natural Selection Smith Saddle Jeans
£174.95
£ 87.48
Natural Selection Meridian Bruised Jeans
£189.95
£ 94.98
Natural Selection Smith Raw Jeans
£144.95
£ 72.47
Natural Selection Narrow Green Chinos
£114.95
£ 57.48
Natural Selection Shun Beige Chinos
£169.95
£ 84.98
Natural Selection started out in 2009 with the aim of producing high quality premium denim. A progressive and ambitious young brand they aim to portray the natural evolution of denim capturing the unique and authentic ageing process of the fabric. Indeed the brands name is derived from the famous term introduced by Charles Darwin in his influential 1859 book The Origin of Species, used to describe the natural process by which the strongest and most suitable organism to a specific area flourishes. Through this brand name they are able to communicate the quality of their range whether it be in their raw fabrics or their vintage washes.
With these ideals and a love for denim they wanted to give an established look and feel to the product and to the branding. They wanted to celebrate the history of denim, the many elements, cultural references, and they nod back to this famous history and reflect the early period of denim production. However, in addition to honouring the history of this iconic fabric they always strive to be innovative; taking reference from their surroundings, not solely in the area of denim & fashion, but in nature, landscapes and in the arts.
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The underground denim culture growing out of Japan in the early '90s influenced Natural Selection's creators, the innovative washes and details, the tweaks to established processes fueling a passion to create and evolve denim themselves. They also draw inspiration from heritage British work wear, old railroad uniforms, and the brands own journey into the denim world.
In making their garments Natural Selection use the finest fabric and focus on attention to the minor, but nevertheless important details in design. They are constantly seeking new methods to be original from application and production to developing their own laundry techniques to produce unique and authentic washes. Being jeans connoisseurs and lovers of denim, they aim to replicate authentically worn in washes. They are working with premium Japanese & Italian selvedge fabrics producing high quality, authentic looking jeans.
Unique signature details of the brand are its labels, branding, buttons & rivets. Also with a fabric, fit and wash that feels and looks unique to Natural Selection. Their latest collection re-introduces the lightness and handle of Italian mills. There is “Pirate”, using contemporary laundry techniques to imitate the sun-bleach and sand from the tidal line of a beach as well as “Stripped”, torn, damaged and inspired by rock and roll. It eminates a relaxed casual attitude, with references to the workwear and military.