YMC (You Must Create) is a British label that takes its name from a quote by industrial designer Raymond Loewy who said “You must create your own design style”. Aimed at people who enjoy quality and function in every stitch, YMC's clothing form the building blocks of the modern wardrobe. With its foundations rooted in workwear and military clothing, the brand combines this with a DIY attitude and inspiration from literature and the arts for a brand that continues to subvert expectation while offering easy-to-wear wardrobe classics with a touch of modernism.
London based label YMC was founded in 1995 by renowned designers Fraser Moss and Jimmy Collins. Created with the blueprint to craft understated timeless designs the label has become a turn to over the past two decades renowned for easy-to-wear pieces. The label easily identified by a keen eye for detail putting an emphasis on texture, colour and print as well as a strong creative spirit. Inspired by Fraser Moss's love for subversive music and arts, vintage militaria and work-wear, and a post-punk attitude YMC clothes are directional but highly wearable, created to stand the test of time.
