Founded in 2009 by John Park, Natural Selection takes inspiration in its name from Charles Darwin’s book ‘Origin of Species by way of Natural Selection'. Originally starting as a denim brand, and using only Japanese selvedge, the London based ready to wear label marries modern silhouettes and finishing techniques to authenticity and high-fidelity construction. 

Fusing clean lines, relaxed tailoring and quality fabrications to realise considered and coherent collections, Natural Selection’s expertise in denim compliments the brand’s smart/casual juxtaposition, where understated design is paramount. In keeping with the continual evolution of the label all branding has been stripped back to allow for an uncompromising product always with the modern, quality-conscious man in mind.