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YMC
London, England
Founded in London in 1995 by Fraser Moss and Jimmy Collins, YMC, short for You Must Create, took its name from industrial designer Raymond Loewy's line, "you must create your own design style." It started as both a mantra and a dare, and it's still the whole point. From day one the brand pulled from workwear, military uniforms, and British subculture, turning them into clothes that are understated, functional, and quietly distinctive. There's a post-punk, DIY spirit underneath it all, with music and art running through every collection.
After nearly three decades shaping the brand, co-founder Fraser Moss passed away in 2023, leaving a real mark on British design. Jimmy Collins still guides YMC forward, now with Sage Toda-Nation as creative director, keeping the label true to its roots while pushing it somewhere new. Made in European factories with a careful eye on sustainability, it's the kind of London label that never chases trends and somehow always feels current.
For SS26, YMC made three pieces exclusively for Cueva. A garment-dyed set in dark olive Tencel, linen, and cotton, built around the PJ Overshirt, the Sidri Shirt, and the Twisted Seam Trouser. Three of YMC's own silhouettes, dyed and finished just for us, and available nowhere else.
Alva Skate Trouser Navy Waffle Check
Alva Skate Trouser Dark Green
Deadbeat Trouser Black
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
