u.k.: natural selection

the u.k. will see the launch next week of premium denim brand natural selection. as the name implies, it has taken inspiration from charles darwin's evolution theory and as such this is 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 14.5 oz. selvedge narrow-width denim, produced in okayama, japan and all products are finished by hand. striking heritage detailing is evident in the quality stitching, additional piping to all major seams and a beautiful, hand drawn illustration upon the leather patch, designed by british graphic artist reilly. the natural selection range of jeans drop at selected stores across the u.k. including, selfridges [london], start [london], sakis [sheffield], michael chell [windsor] and diffusion [wolverhampton]. © natural selection