YMC (You Must Create) has spent nearly 20 years developing and evolving their unique signature look. Founded in London in 1995 by Fraser Moss and Jimmy Collins, YMC creates modern, functional clothing which eschew trends in favour of understated, wearable style.
Inspired by industrial design hero Raymond Loewy’s reply when asked how he saw the future of design, that ‘”You must create your own style.” This call to arms is the driving force behind the brands identity which brings fresh inspiration to menswear and adds a subtle dose of femininity to their typically androgynous womenswear.
The ethos of taking a traditional item & reworking it to create something modern gives a timeless quality to the clothes meaning they will last for seasons ahead.
With a strong, directional approach which resonates with like minds, YMC has quietly evolved into a highly significant British label.