Where the runway meets the street

Natural Selection Denim showcases the denim evolution process, bringing to life their most iconic washes – one from each evolutionary stage of wear. These stages are known as ‘Wash Families’ – RAW / BRUISED / BROKEN / BURIED.

Today, we look at the BROKEN wash family: a wash familiar to most as the
classic blue jean of rebels, movie stars and cowboys. The timeless indigo
colour is set against the most authentic signs of day to day wear and

The BROKEN jean featured is ‘Skinny Gee Gee’ – The vivid blue stonewash
colouring alongside its name (British slang for horse) gives a
quintessentially English twist on the classic American cowboy jean. The
denim has now been fractured, worn in and is more heavily evolved than
its predecessors. To stand up to the daily wear and activity this skinny
jean has been made from 12oz premium comfort stretch denim.

The next film of the series looks at the fourth and final wash family,
BURIED – a stage where the true wear of denim shines through the
beautiful whiskering, honeycombs and vintage colouration of these light,
summery jeans.

Directed by Hidden Agency
Music Design by YoVideo

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