Shaftesbury announces Natural Selection opening

Shaftesbury Soho Ltd is pleased to announce that sustainability-focused, British cult menswear brand, Natural Selection, has opened its flagship store on iconic Berwick Street in London’s West End. Hanover Green Retail acts on behalf of Shaftesbury Soho on their Soho holdings.

Joining the plethora of unique retail stores in Soho, the new shop at 40 Berwick Street occupies a 500 sq. ft space and stocks the full range including core and seasonal styles. Designed by Architecture for London and constructed by Jailmake, the store explores the contrast between fashion and architecture, and reflects the brand’s values and product philosophy in both materials and concept.

Addy Williams, Senior Retail Portfolio Manager at Shaftesbury:
“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.”

Soho is home to a growing number of influential menswear brands such as Oliver Spencer, Footpatrol, A.P.C, Nudie Jeans and Palace, and the arrival of Natural Selection is a welcome addition to the destination.