Philosophy
YMC, You Must Create, is a British brand for men and women, founded by a well-defined stylistic idea of Fraser Moss and Jimmy Collins in 1995.
The claim "you need to create", the logo's acronym, was borrowed from the motto of the industrial designer Raymond Loewy.
YMC takes inspiration from the worker clothes of the 80’s, the traditional British and American uniforms of the last decade.
YMC garments mix accuracy and functionality of clothes of that particular historical period, from sportswear to workwear, characterized them with a dark and unusual humor.
YMC creates a new English fashion modernism, a sort of Le Corbusier theory, obviously related to fashion, where each form follows its function.
This freedom characterizes the brand’s success, that moves away from fashion arrogance, proposing richly detailed tailor garments, far from frills made of embroidery and applications, offering basic and monochromatic designs.
T-shirt, blazers, duffel coats, jackets and skirts spread comfort and practice, in order to assert a new fashion concept, related to functionality and not to extrinsic beauty.
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