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Natural Selection AW14: The London Series

November 10, 2014

Fashion | by Mikael Jack


Natural Selection, the denim brand founded in London in 2009, took its name from Charles Darwin’s book ‘Origin of Species by way of Natural Selection’. It seems fitting then, that their AW14 collection sees their evolution from exclusively denim to a full ready-to-wear menswear offering.

Launching with The London Series, it was the perfect opportunity to showcase the brand’s foundation of understated design and high quality married with a relaxed simplicity that is the essence of modern menswear. Photographers Jonathan Daniel Pryce of garconjon.com and Eddie Wrey, actor Neil Webster of 2014’s ‘Mile End’, and The Correspondents singer Ian Bruce are among 10 London-based men – of backgrounds ranging from auctioneer to UFC fighter – that each chose a location to be photographed in the AW14 looks. Putting them right in their comfort zone, the wearers’ unique portraits capture a glimpse of them in their favourite places and the versatility of the brand’s line; and from the pie and mash shop to fashion week, no guise looks out of place.

Relaxed tailoring and subtle basics are fused with the selvedge denim that Natural Selection are known for, creating a very wearable – and desirable – lineup in a colour palette of blue, grey, black, white with a few hits of red. Tartan, tweed, fur and denim add interest to classic pieces, ones that you know you can safely invest in. Our favourites are the Chapman raw denim, black Watchman trousers and the Italian tweed Cadet blazer.

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Natural Selection is available online at naturalselectionlondon.com and selected stockists.

Mikael Jack