‘You Must Create, Past And Present’ explores the story of YMC - a name taken from a quote by industrial designer Raymond Loewy: "You must create your own design style" — founded in London in 1995, quietly rebellious and rooted in utility, and staying true to its mission — to make thoughtful, functional clothing that shapes its own path.
The film reflects on YMC's journey so far, established by co-founders Jimmy Collins and the late Fraser Moss, YMC's original creative director, whose influence still runs deep. Their distinctive vision defined the brand's tone, values and qualities that continue to resonate today.
As the brand moves into its latest chapter, the film follows creative director Sage Toda-Nation as he embarks on his first season at YMC, bringing a fresh perspective and new energy, while drawing on the original ethos — thoughtful design, subcultural references and a sense of quiet confidence — to fold into collections which stay true to the brand's creative roots while always looking forward.
DIRECTOR MILO ALEXANDER-TRAVERS
DOP MILO ALEXANDER-TRAVERS
CREATIVE DIRECTOR BENJI REEVES
PRODUCER BENJI REEVES
EDITOR JESS VINCENT
COLOURIST SHARON CHUNG C/O WASH
MUSIC KIT WILMANS FEGRADOE
SOUND MIX GEORGE SAMPSON / PLATES AUDIO
Special thanks to Jimmy Collins, Sage Toda-Nation, Ruby Losel-Ingham, Amee Patel, Max Parsons, Yasue, Grenson’s Factory and Cubitts.
In loving memory of Fraser Moss.