We feel that we are part of a denim era, where denim is part of our lifestyle, integrated in every outfit; we adjust it with suits, we wear them to work, designers and brands are even extending to their own ranges & denim accessories; but what is it about denim that is so fascinating?7thMan Magazine sits down for a very exclusive interview with the Guardians of the Standard or GOTS, the creative collective behind Natural Selection Denim, the denim brand created in 2009, to get a few straight answers!
Q: How did you first fall in love with denim? Is it your love for denim that created Natural Selection?
Denim or a pair of jeans is now a staple piece of clothing in every modern man's wardrobe. It’s the flexibility & durability of the fabric that I truly appreciate. I have been fortunate enough to travel – I started picking up on the underground denim culture growing out of Japan in the early '90s. I have also taken inspiration from heritage British work wear especially for this season, old railroad uniforms specifically. How the brand started is a long story… a journey & sequence of events. Extending my knowledge in the world of denim; growing knowledge in sales, distribution & meeting entrepreneur John Park we were able to bring NS Denim to life.
Q: What is the core value/philosophy behind the Natural Selection denim line?
We wanted a name that suggested 2 things:
- The idea of the natural Evolution of denim – NS Denim captures fabric as it ages in a unique way. From our raw fabrics, all the way through the journey, to the most unique of vintage washes.
- We also like encouraging the notion of evolutionary competition & the strongest will survive. We are able to better communicate the quality of our premium product through this notion.
Q: These past few years we’ve been seeing this massive re-emergence of high-quality denim brands. What sets you apart from all the others?
We believe in using the finest of fabric & focusing on attention to detail in design. We are seeking new ways to be original with our fabrics all the way from application to developing our own laundry techniques for washing. As jeans lovers & the fabric that is denim, trying to replicate authentically worn in washes is our goal. We are working with premium fabric’s specifically Japanese & Italian selvedge.
Read the rest of the interview and see their S/S'11 NS Campaign film after the jump
By Andreas Menelaou Features Assistant
Read the rest of the interview and see their S/S'11 NS Campaign film after the jump
By Andreas Menelaou Features Assistant
