Shaftesbury is pleased to announce that sustainability-focused, British cult menswear brand, Natural Selection, has opened its flagship store on Berwick Street in London’s West End.
Joining influential menswear brands in Soho including Oliver Spencer, A.P.C and Nudie Jeans, the new shop at 40 Berwick Street occupies a 500sq ft space designed by Architecture for London. The brand is widely known for marrying an understated British sensibility to Japanese selvedge fabrics and high-fidelity construction methods, making it a firm favourite with denim-enthusiasts.
Addy Williams, senior retail portfolio manager at Shaftesbury, said: “We are delighted to welcome Natural Selection to Soho. 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.
