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YMC
London, England
Founded in London in 1995 by Jimmy Collins and Fraser Moss, YMC (You Must Create) took its name from industrial designer Raymond Loewy’s mantra: “You must create your own design style.” From the beginning, the brand carved its own path—drawing from workwear, military uniforms, and British subculture to create clothes that are understated, functional, and quietly distinctive. What started as a small, independent project has grown into one of London’s defining menswear labels.
After nearly three decades of shaping YMC’s creative identity, Fraser Moss passed away in 2023, leaving behind a profound influence on the brand and British design as a whole. His creative partner, Jimmy Collins, continues to guide YMC forward with Sage Toda-Nation as the new Creative Director—ensuring the label’s evolution remains true to its roots while embracing a new generation of ideas.
Today, YMC stands as a cornerstone of London’s contemporary style—effortlessly merging craft, culture, and individuality. Every collection balances timeless design with subtle experimentation, a reflection of the city that raised it.
Earth Babe Ruth Trouser Black
Deadbeat Trouser Dark Green Cotton Linen
Sidri Shirt Orange Tencel Linen
Malick Shirt Dark Green Organic Seersucker
Malick Shirt Blue Polka Dots
Sidri Shirt White Chainstitch
Curtis Shirt Seersucker Stripe Multi
Military Shirt Blue Garment Dyed Poplin
Military Shirt White Garment Dyed Poplin
PJ Overshirt Multi Sheer Cotton Check
Scuttlers Garment Dyed Jacket Brown
