Natural Selection have created an intelligent concept within the denim area on the menswear floor in Selfridges, one of the most stylish and fashion forward department stores in London. The installation ‘Denim Dissection’ reflects a 1920’s period hospital operating room specifically designed for Natural Selection.The story behind this installation and the relevance for Natural Selection lies within the brand’s name and their connection with evolution. ‘Denim Dissection’ symbolises the label’s notion of experimentation, and with this, their desire to constantly evolve and innovate.
“I have called this principle, by which each slight variation, if useful, is preserved, by the term ‘NATURAL SELECTION’” –Charles Darwin, The Origin of Species
The installation area covers two square metres and consists of a selection of British, vintage and military inspired furniture in the form of a 1920’s cast iron operating table, medical trolleys, an oversized surgical light, and medical trays and implements.
The installation represents an operating theatre, yet the object under the knife is a pair of Natural Selection Pilgrim heavy washed jeans, sliced, with surgical precision, to reveal an NM raw pair of jeans underneath showing denim at its most pure.
Specimen jars containing buttons and rivets in ‘formaldehyde’ are displayed, as is an organ bowl containing denim DNA scraps such as selvedge trims, hidden rivets, leather patches among others, all of which are key elements of Natural Selection jeans’ make-up.
Continuing along their path of evolution, Natural Selection have extended, upgraded, increased and developed for Autumn Winter 2010 their first full collection of apparel, alongside their highly-acclaimed pure denim range.For this season, the team introduced a new 13Oz Fabric made of Zimbabwean cotton from Nihonmenpu mills in Okayama Japan. This fabric is available in its stunning raw form and also as a new wash, PILGRIM.
Also added to the range this season is the DRIFTER wash featuring high contrast ‘skeleton’ whiskering, which has an amazing three-dimensional visual impact. Other key washes for the season include Scrapes and Bruises, one of the most popular styles from Spring Summer 10; which comes in an Italian 12Oz selvedge.
Photos & text Copyright Natural Selection.
