Charles Darwin’s theory of Natural Selection wasn’t just the inspiration for the denim label of the same name, it was also the mantra. Evolve, or perish. Shot by London firm Hidden Agency, the contemporary British denim label recently released this video lookbook showcasing its Fall/Winter 2012 collection in various depictions of forward, evolutionary movement. Also evidenced by the video, simplicity reigns supreme in the classic jacket and pant silhouettes being offered in four distinct washes. Starting on August 23, the collection can be perused from the new multi-featured Natural Selection online shop here.