YMC

YMC was founded in 1995 by Jimmy Collins and Fraser Moss.

Taking its name from a quote by the famous industrial designer Raymond Loewy; “You must create your own design style” - You Must Create is both a mission statement and a call to action. Inspired by the influence of traditional workwear and military uniforms and merging them with a hallmark creative flair, Collins and Moss initially set out to create a brand around understated, functional garments, designed to stand the test of time.

A quarter of a century on, YMC continues to pour its encyclopaedic knowledge of subcultures, music and the arts including counter-culture and post-punk DIY attitude - into creating wearable yet directional collections that seamlessly capture the current zeitgeist, across menswear, womenswear and unisex designs.

After the passing of co-founder Fraser Moss, YMC appointed the brand's second-ever creative director Sage Toda-Nation in 2024. His direction looks to YMC's early days, channelling the spirit of the first collections, delving into the brand's rich history to rediscover designs and details that will be renewed and revisited in his collections going forward.