Property firm Shaftesbury has announced the opening of a flagship store for British cult brand Natural Selection in London.
The new store will be located in the Soho district on Berwick Street.
The store will occupy 500sq ft space, and will stock the brand’s full range of clothing, including core and seasonal styles.
“We are delighted to welcome Natural Selection to Soho,” Shaftesbury senior retail portfolio manager Addy Williams.
“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.”
Natural Selection will join the growing number of menswear retailers in Soho, such as Oliver Spencer, Footpatrol, Nudie Jeans and Palace.
The denim retailer has also announced it would bring its Reworked capsule collection to Soho, which is a range of vintage cut-offs and indigo patches sourced in Asia.
The No Evil range will also be sold at the new store offering epitomised denim manufacture using organic Japanese selvedge and sustainable washing carried out in Italy.