3 hours ago | By WGSN Insider
Get more Denim insights as a WGSN subscriber
British denim brand Natural Selection prepare for the launch of their “No Evil” limited edition jean made from rare selvedge denim. Holding significant meaning and a unique story, this jean is a must-have for denim lovers and collectors alike.
Back in 2007 Natural Selection founder John Park bought 1000m of organic 14oz selvedge from Cone Mills infamous White Oak plant in North Carolina. Much to John’s surprise, Cone terminated its organic cotton production shortly after his purchase leaving him with some of the most rare denim, which until now has remained uncut.
What made the fabric even more precious to John were the numbers: article W077 and the shade color 13. As a trained mathematician, John has always found the use of numbers and other symbols of academia appealing. As he discusses in the press release “The secret societies valued ancient Greek as the scholarly language and gave great significance to the numbers 7, 13 and 77, which we adapted for our own.” Obviously the co-incidence of the article numbers made the fabric even more desirable and he snapped it up immediately.
“The fabric is locked in the history of denim lore, being the only 14oz organic selvedge out of White Oak. Carrying a green selvedge, with a green caste of natural indigo it has a luxurious soft handle that belies its 14oz weight. The oak floors and the old looms combined to create character that shows the fabric’s class.”
Over the past year John has been busy putting the fabric to work and developing his most prized jean to date “No Evil” – a hand-crafted jean designed with the upmost attention to detail, craftsmanship and construction that the brand is recognised for. Limited to just 360 pairs, the exclusive jean is released this month (07.13) through 13 carefull
y selected stores worldwide and Natural Selection’s own e-commerce site.
The jean also marks a significant change in direction for the brand as it seeks to reposition itself as a more ethically conscious brand introducing ethical fabrics and techniques as well as recycled materials and sustainable washes for S/S 14.
Below are some of the details on the No Evil provided by Natural Selection:
Know what’s next. Become a WGSN member today to benefit from our daily trend intelligence, retail analytics, consumer insights and bespoke consultancy services.