YMC

YMC (You Must Create) was established in 1995 by Jimmy Collins and Fraser Moss. Renowned for its creative approach across menswear, womenswear, and unisex designs, the label has become synonymous with distinctive flair.

The brand draws its name from a quote by iconic industrial designer Raymond Loewy: "You must create your own design style," embodying both a guiding principle and a call to action. Initially inspired by the utilitarian aesthetic of traditional workwear and military uniforms, Collins and Moss sought to develop a brand that focused on timeless, functional garments crafted with subtle sophistication.