What do jeans and genes have in common? New denim line Natural Selection offers the missing link. This premium denim line, available at Selfridges, promises to bring both high street style and high technology to the world of denim.

Raw denim has been a hot fashion statement over the past few seasons, so this line of jeans is stylistically spot-on. However, pre-washed versions are also available for people who prefer another look. However, the details are what truly sell this brand of jeans. The denim comes from the acclaimed Kurabo mills in Japan and is sewn with heavy duty, 14.5 ounce chain stitching.

The most remarkable detail that makes up this brand is the scientific inspiration for the line. The brand is based on Darwin’s theory of evolution, specifically his theory of natural selection. The designer felt that the denim market mirrored the natural world in that only the strongest survive. With the goal of achieving company longevity and even cult status, the jeans are being made to come out ahead in the survival of the fittest.

The clothing logo design is a reflection of this key brand value. Many people know that Darwin developed his ground-breaking theory while studying birds in the Galapagos. One of these birds is the central image of the logo design. However, the bird is riding a bike—in this case, an old fashioned bike—as though in the race of his life. This is a direct reflection of the brand, because it reflects evolution’s race to survive, as well as the company’s race to achieve supremacy in a market flooded with choices. The writing is distinctly old fashioned and plain.

This fashion logo design is most often printed with a black and white colour scheme, which relates to its simplicity and sense of style as well as reflecting the main printing colours that existed when the theory of Evolution was first being developed more than a century ago. The logo design is also printed on leather for use in tags and on the label at the jeans’ back waistband. Both of these are highly congruent with the rest of the brand.

The appeal to denim lovers is obvious. First, the jeans are available in a variety of washes, so that the purist and the fashionista can both find a colour they love. Second, the jeans have an interesting story that gets people talking, a story that is directly reflected in their logo design. Third, the line has not skimped on the details that denim lovers look for as a sign of quality. With the jeans more reasonable priced than much of their premium denim competition, there is good reason for denim aficionados to give the brand a try.

Will Natural Selection achieve the cult status that the company longs for? Will the business make it through the ‘survival of the fittest’, a race that inspired the brand to begin with? Only the future will tell, but the strength of the brand combined with a professional logo design has definitely given the company the advantage of a good start.