The Denim Guy

NATURAL SELECTION ‘By Way of Natural Selection’ Spring Summer 10

One step further along the evolutionary chain, Natural Selection denim creates a stronger, ever more considered approach to men’s denim for Spring Summer 10, with newly developed washes married to the classic Natural selection denim styles.

The new season will see the launch of lighter denim weights, essential for wearing denim in the coming warmer seasons. The luxurious fabrics, from classic Italian mills retain the same, highly prized selvedge identity, yet offer a more easy-to-wear softness.

Design details include 12oz, red selvedge, narrow-width denim with newly developed, original hand washes which push the limits of such techniques range from ‘Done’, through to ‘Dusted’, and ‘Scrapes & Bruises’.

SCRAPES & BRUISES: picks up where last season’s BRUISED left off.  A very subtle, light and wearable style with only the bare minimum of finishing to reveal the indigo breaking through the raw surface.

DONE: uses the lightest fabric available to Natural Selection’s denim artisans and their laundry to create an organic and vivid whisker-effect to maximise three dimensionality. It is the brand’s most striking wash, due to the obvious high impact of a process made possible only through ‘hand pinching’.

Multi-layered and sophisticated, DUSTED is the most complex Natural Selection wash to date, layered with dirt and then layered again with wearing in highlights combined for a true vintage wash. Lastly, the ‘CLEAN BROKEN’ is a must have for the summer, Natural Selection have utilised this in their relaxed ‘loose’ and ‘carrot’ fits for maximum effect. A very light and washed out style for genuine comfort and to capture the pure sky blue of a classically beautiful fabric.

New to the collection are capsule ranges of luxurious, soft jersey, which reference the Natural Selection handwriting. The range of four t-shirts, feature an ‘Alphabet’ print in both crew and v neck, and a typographic logo of Darwin’s iconic quote ‘By Way of Natural Selection’, words which have inspired whole cultures across the globe.

Finally the brand’s artisanal ‘Pheasant’ illustration, a subtly British concept of an ornate floral design inspired by the decorative engravings on British shotguns – provides a background for the iconography of a pheasant riding a penny farthing, a dual reference to classic, British innovation.

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