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YMC (You Must Create) celebrates 20 years of innovating and developing the unique YMC signature look. 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. 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.
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