Natural Selection - Classic Casual Wear

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 using only Japanese selvage, the London-based ready to wear label marries modern silhouettes and finishing techniques.

In 2014 a Ready-to-wear line was introduced. Their style fuses clean lines, relaxed tailoring and quality fabrications.

 Natural Selection’s expertise in denim compliments the brand’s smart/casual juxtaposition, where understated design is paramount.

The latest collection for Autumn/Winter 2016 is based on the duality of interpretation for New England.

 The famous foliage of the New England fall influences the palette and the seasonal print as the brand examines what it means to be English in modern London.

The clean aesthetic associated with the English sensibility is updated with the casual sporty accents of the modern male wardrobe.





Here their Spring/Summer 2016 collection hits more Japanese note and aesthetics of 'Haiku' (the visual pleasure of negative space).

Titled ‘Autodidact’, Natural Selection parallels between SS16 and the education of Ando's architectural style can be seen in the collection’s luxury look of simplicity.


Natural Selection for me keeps smart-casual wear, clean and simple. Their use of quality fabrics and construction can be seen in every garment, a great showcase of pride within the brand.

I always look out for brands that take something classic and give it their own personal twist, whether it be in a small detail or juxtaposition fabric.