WHAT WE LOVE

YMC, which stands for You Must Create, is an avant-garde men's and women's brand inspired by military and workwear clothing. Established in 1995 by Fraser Moss and Jimmy Collins who developed the unisex brand with a gender neutral approach to the clothing around the notion of creating understated and timeless garments.

The name comes from a quote by the famous industrial designer Raymond Loewy; “You must create your own design style”, YMC is a call to arms; one that influences the very essence of the brand’s identity.

Decades later YMC endures as a popular independent brand with a loyal following around the world.

"The label has established itself as one of the most enduring and influential brands to come out of the UK."