• YMC AW16 Parallelogram Video


    For its 20th anniversary collection, You Must Create continues to push its counter-culture agenda. Continuously inspired by the energy and attitude of music, Fraser Moss and Jimmy Collins turned towards the transatlantic underground scene of the 1960s for AW16 inspiration. Whether it’s the British folk music movement or Middle Eastern psychedelic bands, the ‘Parallelogram’ collection draws from the rawness and boundary-pushing mentality of artists such as Can’s Damo Suzuki and the visual aesthetics of groups like The Incredible String Band.

    The collection, celebrating two decades of pure You Must Create mentality, builds on these musical references, but makes a sartorial point out of adopting and re-appropriating the mentioned energy and attitude into high-quality wearable staples. Mixed in with the cropped and wide skate trousers, bucket hats and fringed donkey jackets, you’ll find key pieces such as wedged clogs with Vibram soles, biker-inspired Chelsea boots and wool ponchos inspired by 60s psych band Spirit, and Damo Suzuki-style wide-beamed hats.

    The collection title comes from Linda Perhacs’ cult album with the same name, released in 1970. Perhacs’ folk-psych music helped usher in a new generation of musicians, and her attitude towards genre-defying music is where Moss both looked and listened when putting together ‘Parallelogram’.

  • YMC Production Manager Role

    YMC Production Manager

    We are currently looking to recruit maternity cover for a period of 12 months starting in November for our Mens and Womens Production Manager. We are looking for someone who has a passion for production and our YMC product and is meticulous in their attention to detail.

    A minimum of 5 years’ experience is required in Woven/Knit/Jersey/Accessory Product.

    The role is based in our Head Office in Camden.

    If you are interested in the role please can you send an e mail to: oliver@youmustcreate.com with your CV and current Salary

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    We’re excited to have a chance to get outside with a few beers in celebration of a great new book, ‘A Lover’s Guide to Football Shirts’, by our longtime friend Neal Heard. A homage to vintage football shirts, the book is a 140 page ode to rare and iconic football garments, taking a look at the crossover between fashion, politics, music and sport.

    We’re proud to be launching it at our Hanbury St store on June 8th, with music provided by YMC’s Fraser Moss, and free drinks on offer to boot. We’ll be offering 20% off all YMC products in store as well, so join us from 6 to 9pm next Wednesday!



    Following on from the success of our AW15 collaboration, we’ve teamed up with Japanese denim maestros Ordinary Fits again this season. Based in Kojima, the birthplace of Japanese denim, Ordinary Fits stay loyal to the area’s rich production history and traditional methodology.

    For SS16, we’ve reworked our ever-popular Ecru Denim Jeans and Dark Denim Jeans in a lighter-weight, more seasonally appropriate denim. A classic straight leg fit with traditional five pocket design, all jeans are uniquely hand-finished with paint flicks.

    In addition to the jeans, we’ve also created our own interpretation of the iconic denim jacket – also available in ecru and indigo Japanese denim. Finished with metal hardware and Ordinary Fits advanced stitching techniques, it’s a classic style that defies seasons.

    You can shop the YMC x Ordinary Fits styles for men and women here.



    Free-spirited but functional, our SUMMER 16 womenswear collection includes reworked past season favourites alongside new silhouettes. Shirting forms a key part, with lightweight cotton poplin used for collarless shirts, and matching striped separates in the form of linen-cotton shirts and trousers. Beaded bracelets and embroidered dresses channel a relaxed aesthetic in a palette of bright jewel tones. This is complimented with recurring styles in natural tones, including the ever-popular Japanese Denim Jeans and essential Solovair Desert Boots.

    View and shop the looks here.