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Natural Selection opens flagship in Soho

Tom Bottomley
13 December 2018

Sustainability-focused British menswear brand Natural Selection has opened a new flagship 500 sq ft shop at 40 Berwick Street.

Announced by central London landlords Shaftesbury, it joins the likes of Oliver Spencer and Universal Works on Berwick Street, further emphasising Soho as a contemporary menswear destination.

The new shop brings Natural Selection’s capsule “Reworked” collection to Berwick Street, featuring recycled styles with old cut offs and vintage indigo patches, as well as its ‘No Evil’ range, which focuses on organic Japanese selvedge denim utilising sustainable washing practises in Italy. Natural Selection has committed to sustainability in all future denim production.

Designed by Architecture for London and constructed by Jailmake, the new store explores the contrast between fashion and architecture, and reflects the brand's values and product philosophy in both materials and concept.

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.”

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