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 which resonates with the YMC clan, and has helped the brand develop under the radar into a pioneer for British menswear.