Monday, 19 April 2010

First Look at Natural Selection AW10

The launch of Natural Selection has helped take premium denim to its next evolutionary step. Since its inception last year, it has delivered a fresh interpretation of denim, using the finest fabrics, authentic detailing and washes, coupled with innovative styling. Unsurprisingly, the label was inspired by Darwin’s theory of evolution and as such this is a key part of the brand’s identity, from the raw unlaundered denim to the authentically treated pair, which might be over 100 years old, the jeans. As the bearded British naturalist pointed out, the fight for survival ignites the spirit of competition within and from this comes the battle for authority and innovation. Last week I was invited to view their Aw10 collection and was both excited and surprised to see a capsule wardrobe of work wear inspired pieces. So, let me offer the first glimpse of their AW10 in full alongside a behind the scenes look at their look book shoot...

The range of denim

First up, lets take a look at their jeans. Their denim design details include 12oz, red selvedge, narrow‐width denim with newly developed, original hand washes that push the limits of techniques. Washes range from raw, through to bruised, broken and finally to buried, all are finished by hand.

The capsule collection

The notion that only the strongest will survive fits the brand’s keen desire to keep on evolving. In addition to extending its premium denim offering, Natural Selection has a few other treats in store. A range of luxurious, soft jersey t shirts which reference the Natural Selection handwriting were introduced for SS10 and they have extended this even further for AW10. The offering has now evolved to include a capsule wardrobe of covetable pieces. Darwin would have been proud...

The crumpled single breasted jacket particularly caught my attention

The offering is a selection of carefully considered pieces including an extended number of t shirt designs alongside button down shirts and relaxed, workwear influenced tailoring. For me, the crumpled tailoring is the real highlight. I just couldn't resist trying it on but now my wardrobe feels incomplete without it as I completely fell in love with the cloth. The pieces complement the denim range perfectly as like the denim, they use the finest fabrics and innovative detailing. The chaps are adding the finishing touches to their AW10 look book but to help you visualise the collection they have sent through a number of behind the scenes images of the shoot. The old mill location frames the collection far better than my excited showroom shots...

A behind the scenes look at Natural Selection's AW10 look book shoot.

A behind the scenes look at Natural Selection's AW10 look book shoot.

A behind the scenes look at Natural Selection's AW10 look book shoot.


Matthew Spade said...

you get to go to all the best things! i've not heard of this brand but i adore the idea and concept behind it. i'm a bit of a nature boff

Tom said...

Sorry - delete that other one!

More brilliance from Natural Selection. Great post.


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