YMC

YMC (You Must Create) celebrates over 20 years of innovating and developing the unique YMC signature look. YMC take their title from industrialist pioneer Raymond Lowry, “You must create your own design style”. The brand was born here in London in 1995 by Fraser Moss and Jimmy Collins to create functional, modern apparel which shuns trends in favour of understated, wearable style. Designer Fraser Moss’s inspiration comes from his interest in subversive music and arts, vintage militaria and workwear. It's this directional approach to menswear that resonates with the YMC clan and has helped the brand develop under the radar into a pioneer for British menswear.

YMC's Spring/Summer 2023 collection is inspired by the laidback ’60s hippie movement, celebrating the nature-loving mentality hosted during the period while shining a light on handmade craftsmanship and sustainable practices. Natural earth tones dominate the collection alongside patterns taken from inspired by natural formations.