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If you live in London and can head down the the men’s dept in Selfridges you will seen an
installation entitled “Denim Dissection” which is the work of UK denim brand Natural Selection. The concept is of a 1920’s period hospital which symbolises the label’s notion of experimentation and innovation. This is interesting to me for two reasons. Firstly, it just looks like a very cool and interesting way to raise the profile of a relatively new brand and secondly if Selfridges are willing to give this much space to an up and coming label they must really believe in them.

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