The London Series by Natural Selection

London-based menswear brand Natural Selection has introduced their inaugural ready to wear collection with a truly awesome campaign. Formerly a denim brand specializing exclusively in Japanese selvedge, Natural Selection has launched ‘The London Series’, a beautifully shot portfolio featuring 10 influential London-based guys, selected from a plethora of disparate industries. From photographer and blogger, Jonathan Daniel Pryce, to UFC fighter Brad Pickett to set designer, Robert Storey; each guy has selected the shoot location and styled themselves in pieces from the collection. “We felt it was important for us to use people who have a personal connection with the brand, whether it be a friend or an acquaintance of the showroom. For instance, UFC Fighter Brad Pickett is our commercial director’s brother and Creative Director Harris Elliott is a good friend of ours” explains brand founder, John Park. Consequentially, the final portraits underscore just how versatile and wearable the collection is.

The statement outerwear is a definite highlight of the collection. Artist and musician, Ian Bruce, dons the luxurious Great Coat ($998) with the kind of innate sartorial ease that makes you want to fix up and look sharp for fall. The full-length piece is crafted from Italian wool and features a removable rabbit fur collar – perfect for when the January chill sets in. The knitwear is also worthy of investing in. We love the precise lines of the merino cardigan, selected by Brad Pickett, and the honeycomb knit of the merino crew, as modeled by Jonathan Daniel Pryce.

Ultimately, the campaign earmarks the significance of seeing clothes in situ. Each ensemble has been selected by a real person with a real, albeit majorly inspirational, career. We only hope Natural Selection continue to keep it real for seasons to come.

To see the full campaign visit naturalselectionlondon.com

Fashion & Style

Game of Thrones x John Varvatos Collection Drops Just in Time for Final Season Premiere

Whether or not you’ve powered through and caught up with each episode of the acclaimed series, this collection is worth a look. No spoilers! We promise!
Living

A Stunning Montana Home Was Built to Display an Extensive Art Collection

RCR Compound offers impressive vistas and a museum-quality art collection, but the home itself is pure mid-century modern bliss.
Fashion & Style

The New Sperry BIONIC Collection Is Partly Made from Recycled Plastic Trash

Sperry’s hope with this new collection is to motivate its worldwide following to help reduce the 8 million tons of plastic that enters the world's oceans each year.
Food & Drink

Lavva Plant-Based Yogurt Might Be Better Than the Real Thing

Can a yogurt made from nuts be better than the real thing? We tried it to find out.
Fashion & Style

Light Wash Jeans Are Back: Here Are the Best Pairs for Spring

When the sun comes out, darker denim need to go back in the closet.
Fashion & Style

8 Great Ties to Take Your Neck from Naked to Notable

A tie is one place you can really let your personality shine. Within limits, of course.
Fashion & Style

Go for Gold with the Limited-Edition Victorinox Swiss Army Knife Collection

Victorinox’s limited edition Alox is back in champagne gold with three sizes and a distinctive rubbed surface for enhanced style and grip.
Fashion & Style

How to Clean Sneakers and Keep Your Feet Lookin’ Fresh

What’s worse than buying a new pair of kicks only to have them get dirty after less than a week of wear? Um… nothing, as far as we're concerned.
Fashion & Style

Adulting 101: How to Wash Your Clothes the Right Way

Doing your own laundry is an important rite in the transition from childhood to adulthood, but few of us are properly guided through this transition.
Fashion & Style

6 Pairs of White Jeans You’ll Want to Wear All Season Long

White jeans work particularly well for laid-back, summer day-drinking, or easygoing brunching and city strolling.
Fashion & Style

After 6 Years, Shinola Is Finally Debuting the Runwell Automatic Watch

Accuracy is maintained by 26 friction-reducing jewels and the timepiece features a 38-hour power reserve.
Fashion & Style

The Best Spring Shirts for Men to Shop Right Now

Welcome in warmer temperatures and say hello to the season of bar crawls, baseball games, and beer outdoors with these spring shirts.
Fashion & Style

Say Bye to Winter Boots and Hello to Your Favorite New Spring Sneakers

A word to the wise: Boot season is officially over.
Fashion & Style

The Aer Go Collection Lets You Travel Light and Look Great While Doing It

This new line of packable travel bags is tailor-made for the urban adventurer who leaves the hotel in the morning with no plans to return until…well, the morning.