Brand New | Natural Selection Denim
It seems like almost every week we hear about a launch of a new denim brand. In today’s economic climate one would’ve expected to observe a downsize in the number of new launches, but it seems that the denim market is somewhat left untouched. Is it really? Surely with the inflation of denim brands – economic crunch or not – only the best and the strong will survive by way of natural selection.
Ironically enough recently launched premium denim brand Natural Selection has taken inspiration from Charles Darwin’s evolution theory and made it a key part of the brand’s identity.
From the raw unlaundered denim to the authentically treated pair, Natural Selection jeans are made of high-quality 14.5oz. selvedge narrow-width denim, produced in Okayama, Japan. All products are finished by hand and feature remarkable ‘heritage’ detailing. 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 actual pocket found within the Natural Selection jeans. Will all that save the British brand from being lost in the history pages of denim? It remains to be seen.
More images after the jump