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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 Suedehead Jumper Navy Lambswool
Earth Alva Skate Cotton Trouser Olive
Construction Jacket Green Cotton Linen
Wray Shirt Viole Lime
Basement Bomber Jacket Navy
PJ Jacket Cotton Linen Moleskin Lilac
YMO Jacket Cotton Linen Moleskin Off White
Babe Ruth Trouser Garment Dyed Cotton Poplin Off White
Replacement Jean Antique Wash
Stoosh Cargo Trouser Navy
Twisted Seam Short Sage Green
