The new Natural Selection flagship in London's Covent Garden district is a stunning, minimalist approach to menswear retail. The London-based denim brand's first brick and mortar location carries the same brand of understated elegance that helped grow Natural Selection since its inception in 2009.
The luxury menswear boutique is characterized by the oak flooring and chrome and brass fittings that serve as the only reflective surfaces in the space. Bare white walls make it feel like an elegant upscale experience that the fashion industry is only beginning to extend to the male population.
The pristine Natural Selection flagship also carries a carefully curated range of luxury products including Dr Jackson's skincare, Thierry Lasry eyewear and Histoires de Parfums. Natural Selection introduced a ready-to-wear line during the fall/winter 2014 season, which will also be carried at the new flagship location.