For AW12 Natural Selection Denim looks at the natural evolution of design to release a minimalist collection. The simplicity of darker tones let the fabric and cuts do the talking.
In every field of design, from architecture to aeronautical, evolution comes through a “natural selection”: a process of repeated change, innovation, rejection or adaptation in an attempt to secure the next product.
In line with the philosophy that everything we produce is a prototype awaiting its next transition, Natural Selection Denim has added new subtle detailing to old styles and created new stories that will be drawn upon in future collections.
Black denim in Japanese selvedge and non-selvedge denim available in a number of washes have been introduced – as well as fresh uncluttered interpretations on tops, creating a denim shirt without pockets and a new take on the Oxford shirts with a clean seamless and stitch-less placket.
Other key pieces include the Mackinaw Jeep coat in English Melton, by heritage woollen mill Moons Brothers of Melton Mowbray, cut and sewn in England, only yards from Natural Selection Denim HQ.
Finally we introduce our Shooting Trousers, made from soft Italian tweed, side leather clinches and herringbone taped side seams – all inspired by our logo: the Yorkshire moors and the British sporting tradition of shooting.
N A T U R A L S E L E C T I O N
Natural Selection Denim was founded in 2009 with the aim to create a British denim brand dedicated to deliver authentic workmanship of the highest standard. Natural Selection Denim focuses on the evolution process of a raw jean as it ages, using the best selvedge and non-selvedge denim available.
A beautiful, hand drawn illustration upon the leather patch specially designed by the graphic artist Reilly – utilising a subtly British concept of an ornate floral design inspired by the decorative engravings on British shotguns – provides a background for the iconography of a pheasant riding a penny farthing, a dual reference to classic, British innovation.
For press enquiries please contact Gabrielle Stolojan on – telephone: 02070121560 – email: press@nsdenim.com
