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. Today, it stands as a true leader - recognised for original contemporary clothing with two standalone London stores.

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.

YMC pours its encyclopaedic knowledge of subcultures, music and the arts - counter-culture, DIY attitude - into creating wearable, yet directional, collections, where, a quarter of a century on and YMC continues to defy expectations, whilst seamlessly capturing the current zeitgeist.