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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.
Curtis Shirt Ripstop Seersucker Navy
Bez Black Corduroy Seersucker Pant
Military Trouser Black
Delinquents Shirt Olive
Delinquents Shirt Black
Alva Skate Trouser Wool Blend Seersucker
Wray Shirt White Cotton Poplin
Earth Alva Skate Cotton Trouser Navy
Earth Alva Skate Cotton Trouser Black
Alva Skate Trouser Olive Green Corduroy
Alva Skate Trouser Black Corduroy
