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PROJECT W077-13

NOEV I L
14 15 5 22 9 12

PROJECT NO EVIL: the ultimate pair of jeans
This July, British denim brand Natural Selection Denim releases a limited pair of jeans with unique history and meaning. A must-have piece for denim lovers and collectors.
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N O E V I L

14 15 5 22 9 12
Natural Selection Denim was launched in 2009 by a UK design collective called Guardians of the Standard (GOTS), whose aim was to uphold a standard of integrity and quality in menswear. Denim being a symbol of honesty and authenticity as well as the most common denominator of the modern wardrobe, it was only natural for the collective to launch a contemporary denim brand first. Back in 2007, GOTS’ founder John Park bought 1000m of organic 14oz selvedge from denim mecca White Oak plant, part of Cone Mills in North Carolina, before the brand was created. Shortly after the fabric was purchased, the organic cotton industry in the USA collapsed for political reasons. The mill stopped producing organic cotton and the fabric bought by John probably the most precious and iconic denim available - remained uncut until now with Natural Selection Denim releasing a limited edition of 360 jeans this July. Branded ‘No Evil’, the symbol of these jeans is a green circle, for the circle of life as well as sustainability. They are designed to be the pinnacle of craftmanship, construction and detail, as inspired by the American jeans from the 1940s. The fabric has a luxurious soft handle that belies its 14oz weight. Special attention has been given to the fit and cut with a lean modern straight leg and hem opening of 15 inches. ‘No Evil’ also marks a key change for the brand’s direction, whilst remaining true to it’s denim roots, expect development into a contemporary fashion brand. More ethical fabrics and techniques will be introduced from SS14, from recycled materials to sustainable washes.

No Evil will be available from 13 carefully selected stores worldwide and from:

www.nsdenim.com/noevil
For press requests, please contact Gabrielle Stolojan:

gabrielle@teaandcakepr.com
or

0207 012 1560

PROJECT W077-13

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NOTES TO EDITORS
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NO N EVIL V NUMBERS I L O E IN

Trained as a mathematician, John is fascinated by the power of numbers. 5 22 15 Park 14 9 12 For Project No Evil, the numbers 7 and 13 are key: 1. ‘No Evil’ backwards also reads ‘Live On’ 2. The green circle button symbolises the circle of life 3. Limited to 360 jeans to symbolise each degree in a circle 4. The fabric was bought in 2007 5. By co-incidence the Cone Mills designated this fabric W077-13 6. To be launched with 13 carefully selected retailers around the world 7. The launch of ‘Project No Evil’ will be July 2013 - 07.13 8. ‘Project No Evil’ has 13 letters 9. The jeans have 13 metal rivets and buttons 10. The fly buttons carry the Greek letters GOTS and their colour is Iridium 11. Iridium is the 77th element in the periodic table 12. The branding on the jean of 13 stitches, with 7 points forward and 7 gpoints backward, reflects 77-13 13. In numerological terms, where A is 1, B is 2, C is 3 etc, as illustrated in gthe presentation box, the letters NO EVIL add up to 77

ABOUT NATURAL SELECTION DENIM
Natural Selection Denim was founded in 2009 by a multi-disciplinary collective of British creatives, inspired by Charles Darwin’s book ‘Origin of Species by way of Natural Selection’ and it’s concept of constant evolution in a highly competitive world. The brand’s uncluttered and subtle British aesthetic is communicated through fit, cut and construction through uncompromising fabrications, finishing techniques and understated detailing. Carefully considered denim pieces undergoing slow evolution are weaved into a seasonal collection as the brand practices its own interpretation of on-going iterative design in fashion.

nsdenim.com

PROJECT W077-13

NOEV I L
14 15 5 22 9 12
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N O E V I L
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THE JEAN

NO EVIL ALPHABET

0 7 .1 3