YMC (You Must Create) was founded in London in 1995 by Fraser Moss and Jimmy Collins, and over the years, it has quietly established itself as one of the most influential names in contemporary menswear and womenswear. The brand’s name is drawn from a quote by legendary industrial designer Raymond Loewy: “You must create your own design style.”
Initially inspired by the aesthetics of workwear and military clothing, YMC is built on the idea of thoughtful, understated design. Moss and Collins sought to break free from fleeting trends, instead offering pieces that are timeless, versatile, and subtly expressive.
YMC clothing blends utility with creativity, offering refined silhouettes and quality materials that appeal to those who value style without excess. Each season brings casual clothing that is modern but never loud, progressive yet enduring.
