YMC – YOU MUST CREATE

Established in London in 1995, YMC – YOU MUST CREATE’s blueprint to create understated, timeless designs has been the foundation of the label’s success for over two decades. With three stand-alone London stores and a further store in Seoul, South Korea, YMC has gathered a dedicated following.

Founded by Fraser Moss and Jimmy Collins, YMC is renowned for it’s easy-to-wear pieces that form the building blocks of the modern wardrobe. Originally started as a unisex label, the menswear and womenswear collections still sit seamlessly together, sharing seasonal fabrics and prints which are complimented by a concise edit of footwear and accessories.

With a title borrowed from one of industrial pioneer Raymond Lowry’s infamous quotes: “you must create your own design style”, it’s this call to arms that has strongly influenced the YMC ethos. Inspired by designer Fraser Moss’s love and knowledge of subversive music and arts, vintage militaria and work-wear, and a post punk attitude, YMC clothes are identified by a keen eye to detail, an emphasis on texture, color and print and a strong creative spirit. Directional but highly wearable, these are pieces to stand the test of time.

YMC – YOU MUST CREATE is available at these independent stores.