At Valet., we cover fashion for regular guys, so we focus on more mainstream brands. But there are smaller labels on the menswear radar that we think you should be aware of ... So we've created this feature to help you diversify and de-homogenize your wardrobe.


Natural Selection

Launched in 2009 as a denim brand, London-based Natural Selection has since grown into a full menswear label churning out pieces for the man who appreciates high-quality production and contemporary fits. Inspired by Charles Darwin's book "Origin of Species by way of Natural Selection," designer John Park's mission is to constantly evolve the brand. And his background as a mathematician is evident in the meticulous attention to detail. With a restrained color palette and relaxed tailoring, each collection brings with it a coherency and stylish simplicity not easily achieved.

Only recently has Park taken Natural Selection into "lifestyle" territory with pieces for every occasion. As much as London's city streets influence each collection, it's the Japanese denim that embodies Park's mindset. The integrity behind Japanese fabrics defines pieces like the innovative Blue Rain tapered jeans, one of over thirty styles of denim. And from clean, simple oxfords to T-shirts made from Italian mélange linen, denim isn't the only thing Park does well. The owner of a Natural Selection article can be assured that they're getting a technically refined, uniquely versatile and durable piece of clothing. Since the brand isn't widely sold in the US, your best bet to cop the goods is by perusing their online shop.


The Facts



2009 by
John Park

Home Base





Modern menswear that embraces an uncluttered and subtle British aesthetic.





Boreal navy twill jacket, $235