Sunday 20 January 2019

Launched in 2009, Natural Selection started as an authentic denim brand marrying an understated British sensibility to Japanese selvedge fabrics and high fidelity construction methods. As the name suggests the brand has always focused on the unique way the denim cloth changes and evolves over time with each wear. 

Ready to wear was launched in 2014 and a London flagship store followed in 2015. 
As well as the clean lines and fabrication of the collection, Natural Selection has committed to sustainability in all future denim production. 

The "Reworked" capsule collection is recycled styles from the archive updated with old cut offs and vintage indigo patches sourced in Asia and the brand's No Evil collection epitomises denim manufacture at its finest using Organic Japanese selvedge and sustainable washing carried out in Italy. The store will also carry lifestyle brands that compliment the ethos and design of Natural Selection. Featuring footwear, accessories and grooming products. 




40 Berwick Street, Soho, London, W1F 8RX

Contact Details




Opening Times

Monday:   11:00 - 19:00
Tuesday:   11:00 - 19:00
Wednesday:   11:00 - 19:00
Thursday:    11:00 - 19:00
Friday:  11:00 - 19:00
Saturday:  11:00 - 19:00
Sunday:   12 :00 - 17:00