You Must Create

YMC is a London based label and stands for ‘’You Must Create’’. The label was formed in London in 1995 by the graphic designer duo Fraser Moss and Jimmy Collins. YMC has a remarkably strong identity for a brand still in its young age. The brand that is refusing perusing fashion trends, YMC resolutely focuses on creating stylish, functional and modern clothing for guys and girls, allowing the product, rather than the marketing to speak for itself.

Since YMC was formed in 1995 the demand is increasing for stylish, functional, modern clothing. YMC has quietly grown to become a highly significant design label. YMC are not led or influenced by seasonal trends but try to provide the solution for intelligent clothing that is both wearable and distinctive. Collections gradually develop from season to season whilst a modernist approach ensures good ideas maintain longevity.
YMC’s main source of inspiration comes from Raymond Loewy, ‘the man who designed America’. Loewy is responsible for design classics such as the greyhound bus and the branding for Lucky Stripe and Shell. When once asked how he saw the future of design Loewy replied “you must create your own style”; from this simple manifesto YMC or “You Must Create” takes its name as well as its design cues, applying them to men’s and women’s wardrobe staples to create a highly distinctive and stylish look. www.stylert.com