Natural Selection have created an installation within the denim area on the menswear floor in Selfridges, one of London’s most prominent fashion retail stores.  The installation ‘Denim Dissection’ reflects a 1920′s period hospital operating room specifically designed for Natural Selection.  The story behind this installation and the relevance for Natural Selection lies within the brand’s name and their connection with evolution.  ‘Denim Dissection’ symbolises the label’s notion of experimentation, and with this, their desire to constantly evolve and innovate.

The installation consists of a selection of British, vintage and military inspired furniture in the form of a 1920′s cast iron operating table, medical trolleys, an oversized surgical light, and medical trays and implements.

This represents an operating theatre, yet the object under the knife is a pair of Natural Selection Pilgrim heavy washed jeans, sliced, with surgical precision, to reveal an NM raw pair of jeans underneath showing denim at its most pure.

Specimen jars containing buttons and rivets in ‘formaldehyde’ are displayed, as is an organ bowl containing denim DNA scraps such as selvedge trims, hidden rivets, leather patches among others, all of which are key elements of Natural Selection jeans’ make-up.