Few brands are able to see beyond a good cut and a nice fit. As much as we love beautifully made clothing, it is always impressive when someone is willing to go the extra mile and create truly exceptional garments. You can’t help but be completely impressed when a brand makes extremely high quality pieces, with a distinctively comfortable cut and sustainable technology. If you are looking for those few who are able to make the magic happen, look no further – Natural Selection holds the key.
The London-based brand was founded in 2009 by John Park, together with a UK design collective established in 2007 and called Guardians of Standard (GOTS). As you might have already guesses, GOTS had a mission – holding their work to the highest standard of quality was just a part of it. The collective set off the build and enterprise of true integrity aimed both at their customers and the environment.
The inspiration for the brand’s name came from Charles Darwin’s book “Origins of Species by way of Natural Selection” and it is certainly fitting, as the brand creates exceptionally high quality garments, which can withstand the test of natural selection, administered by the customer.
Natural Selection’s first project was called “No Evil” or “Live On” read backwards. This was a way for the brand to communicate their ideals and goals of impeccable quality. This first endeavor was inspired by Japanese brands replicating authentic American jean craftsmanship from the 1940s. The UK design collective managed to acquire some incredibly special fabric, produced in the North Caroline factory, which had been making Levi’s selvedge for 120 years. The selvedge in organic cotton with a green caste of natural indigo that Natural Selection bought is one of the last such fabrics to ever be produced. With it, the collective created 360 very exclusive jeans, symbolizing each degree in a circle. Ever since Natural Selection has been using hidden, number-related details in their garments. The idea is that only those with a true eye for luxury and quality can make them out.
Natural Selection’s first project was incredibly exciting, but a lot more is coming. For the Autumn/Winter 2014 collection the design collective has decided to branch out into a wider range of ready to wear clothing. As a celebration of their new collection, Natural Selection has twisted the boundaries of imaginative portfolios, to create a unique set of photographs inspired by the real man and his everyday life. “The London Series” features 10 London-based men who have very different professions, interests and style, but do possess one thing in common – love for the impeccable Natural Selection design. You can see the portfolio throughout this text. The collection is due to launch Monday, September 29th, on the brand’s website.