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 the capital back in 1995 by Fraser Moss and Jimmy Collins to create functional, modern apparel which shun trends in favour of understated, wearable style. 

The ethos of taking a traditional clothing silhouette and giving it the YMC treatment into something contemporary ensures each garment is timeless. 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 SS22 — A lockdown perspective

Taking its cue from communities and gangs in the 1970s, this season’s collection pays homage to the style and attitude of the final decade of the counterculture movement.

Hippy tribes and anti-war protesters sit sartorially beside street gangs and west coast bikers. In these groups, hair is long, beards unkempt, and accessories show allegiance to spirituality, indigenous cultures and anti-establishment beliefs.