YMC was founded in 1995 by Jimmy Collins and Fraser Moss. Across menswear, womenswear, and unisex designs, creative flair has become a hallmark of the label. 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, 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 defy expectations, whilst seamlessly capturing the current zeitgeist. Under the direction of its new creative director, brilliant young designer Sage Toda-Nation, YMC is evolving to meet the current day.