Natural Selection is a brand and store founded in London in 2009 by John Park. The name comes from the Charles Darwin book “Origin of Species by way of Natural Selection” and sell menswear clothing.
At the beginning, it was only a denim brand, which used Japanese weavings, later it adopted modern techniques of finishing, giving an authentic touch to products. Clean lines and qualified tailoring combined to realize coherent collections, with a casual and elegant style.
It is a mono-brand store, which sells also cosmetics or accessories from other brands, such as Thierry Lasry, Histoires de Parfums and No. 288 sneakers.
Outside, the store has the aspect of a small and comfortable men boutique. The interior design is in line with the casual and elegant style of clothing with a minimal touch. The walls are white and naked, in contrast with the parquet floor. Clothing are arranged on practical hall stands or on white shelves and in the middle of the room there is a glass furniture, where clients can find some selected clothes and sneakers.