Menswear brand Natural Selection opens London flagship store

By

Barbara Santamaria

Published
Dec 13, 2018

Natural Selection has opened a flagship store at 49 Berwick Street, further cementing Soho’s reputation as a hub for influential fashion and lifestyle stores.

The British menswear brand is a premium label selling denim made from Japanese selvedge fabrics and other clothing items designed with sustainability and comfort in mind.

It commissioned London studio Architecture for London to design the store, and Jailmake to build it, resulting in a 5,000-square-foot space that “explores the contrast between fashion and architecture” and reflects its brand values and product philosophy.

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In addition to Natural Selection’s full range of clothing, including core and seasonal styles, the store will showcase the Reworked capsule collection, which consists of recycled styles from the archive updated with old cut offs and vintage indigo patches sourced in Asia.

Natural Selection joins a growing number of independent and cult brands setting up shop in London’s Soho. In recent months, menswear retailer END and eyewear brand Ace + Tate joined further cult brands Footpatrol, Palace, Oliver Spencer, A.P.C and Nudie Jeans in the area.

Addy Williams, senior retail portfolio manager at Shaftesbury, said: “We are delighted to welcome Natural Selection to Soho. The premium menswear brand complements the line-up of recent openings including END. and Ace + Tate in this diverse community of fashion and lifestyle stores, making Soho a go-to destination for fashion conscious shoppers.”