YMC

YMC (You Must Create) has spent 20 years developing and evolving their unique signature look, timeless garments inspired by workwear and military clothing. Founded in London in 1995 by Fraser Moss and Jimmy Collins, YMC creates modern, functional clothing which eschews 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.

YMC is known for its use of premium natural fibers and durable, high-quality construction at factories across Europe. With a strong, directional approach which resonates with like minds, YMC has quietly evolved into a highly significant British label.