You Must Create is pleased to announce the appointment of Sage Toda-Nation as creative director.

Working closely alongside YMC founder Jimmy Collins, Sage will oversee all creative, including design, campaigns, and image. After the passing of YMC co-founder Fraser Moss in 2023, Sage — whose own label Sage Nation was founded in London in 2020 — will become the brand's second-ever creative director.

Sage Toda-Nation’s direction for YMC will look to the brand's early days, channelling the design and spirit of the first collections released from Autumn/Winter 1996. He has delved into the 28-year archive — which has a rich history yet is recent enough not to be weighted with tradition like heritage brands — to rediscover designs and details that will be renewed and revisited in his collections going forward. His first collection will be released for Spring/Summer 2025.


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