When asked how he saw the future of design, Raymond Loewy, pioneer of American Industrial Design reasoned that "you must create your own design style". It is this philosophy that provided Fraser Moss & Jimmy Collins with the principle to launch YMC (You Must Create).
Taking inspiration from the early 20th Century ("simple & made to last"), this mainly-menswear London label has certainly lived up to its name. As opposed to most 'skate'-inspired American street fashion, YMC's founder-designers take pride in finding inspiration from a variety of British elements: 70s punk subculture, workwear style, even the coarse landscape around the British isles. With its new modern interpretation of underground driven trends, YMC has for a decade & a half now brought an independent, slightly leftfield way of dressing with a multitude of different looks.
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YMC red selvage raw indigo jeans are unbranded & come in a slim, carrot leg fit. (Great price for selvage denim, too!)
This YMC (You Must Create) Railroad Shirt is pure Americana Gold-Rush revisited. Made from washed out cotton, it has rich details like a narrow placket, small collar, cut-away penny chest pocket and contrast stitching throughout. If you know this London label, you'll know everything they do is quality with a clean post-industrial style that’s just so darn easy to want!
Classic British style comes to mind when we think of houndstooth, the timeless duo-tone textile pattern. Staying true to that traditional British characteristic, this houndstooth polo with raglan sleeves and cute "Peter Pan" collar -from our favourite lo-fi London label YMC (You Must Create)- nicely ties together the modern man with decades past.
YMC (You Must Create) was lauched in the UK in 1995 by Fraser Moss (who manages the design side) and Jimmy Collins (who handles the rest). Since then, the pair has been quietly garnering a legion of loyal fans among London’s -and the world’s- hip young things with their pared-down, gently androgynous styles.
When asked how he saw the future of design, Raymond Loewy, pioneer of American Industrial Design reasoned that "you must create your own design style". It is this philosophy that provided Fraser Moss & Jimmy Collins with the principle to launch YMC (You Must Create).
