Brand profile
YMC
London label founded in 1995, making understated unisex clothing drawn from workwear, military uniforms and British music subculture.
LondonOrigin
UnisexFocus
Minimalist / ContemporaryStyle
$$$Price
What to know about YMC
Workwear cut by post-punk London
Chore jackets, boxy overshirts, wide pleated trousers and printed shirting draw on workwear and military patterns filtered through British music subculture.
New hands on the archive
Co-founder Fraser Moss died in 2023; Sage Toda-Nation took over as creative director in 2024 and has been reworking archive pieces and the label's early design codes.
Shirts and jackets lead
Since 1995 the range has centred on shirting and outerwear, sold unisex as well as men's and women's, with corduroy and graphic knits filling out collections.
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How YMC fits
Overall fit
runs large
YMC is widely described as cutting boxy, generous garments that wear at least half a size to a full size larger than expected, so many shoppers take one size down from their normal.
Tip: Most people are happiest sizing down one from their usual size unless they specifically want the oversized, boxy look.
Medium confidence · based on 14 sources
By category
| Category | Runs | Shape | Size advice |
|---|---|---|---|
| Hoodies & sweatshirts | slightly large | relaxed and slightly boxy rather than athletic | Take your usual size for an easy fit, or size down if you dislike extra room in the body. |
| Trousers & pants | slightly large | high-rise, pleated or straight with a full thigh | — |
| T-shirts & graphic tees | runs large | boxy, wide across the chest with dropped-ish shoulders | Size down if you want a normal fit; keep your usual size only for a deliberately boxy look. |
| Shirts & overshirts | runs large | relaxed, straight-cut overshirt-style bodies with generous armholes | Size down one unless you plan to layer a knit underneath. |
Directional fit consensus summarized from public sources with AI — a starting point, not a guarantee. Confirm with the product's own measurements before buying.
If you like YMC
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86% matchUniversal Works
British workwear staples, plainer and cheaper
What changes: Less print and subculture graphics, more utilitarian basics
84% matchFolk
Same London indie era, quirkier prints and textures
What changes: Softer, more colour-and-texture led than military-derived
84% matchWax London
London contemporary, fabric-led overshirts and shirting
What changes: Softer, less print-driven and more commercially streamlined
78% matchTTTMSW
Retro-leaning genderless relaxed cuts
What changes: Tokyo-made, quirkier vintage sourcing than British subculture
YMC fit questions
Does YMC run big or small?
YMC runs large. Most people are happiest sizing down one from their usual size unless they specifically want the oversized, boxy look. YMC is widely described as cutting boxy, generous garments that wear at least half a size to a full size larger than expected, so many shoppers take one size down from their normal.
How does YMC fit?
YMC is widely described as cutting boxy, generous garments that wear at least half a size to a full size larger than expected, so many shoppers take one size down from their normal. Overall shape: boxy and relaxed through the chest and body, with a deliberately loose, unisex-leaning cut.
How do YMC hoodies & sweatshirts fit?
YMC hoodies & sweatshirts fits slightly large. Take your usual size for an easy fit, or size down if you dislike extra room in the body. Shape: relaxed and slightly boxy rather than athletic.
How do YMC trousers & pants fit?
YMC trousers & pants fits slightly large. Shape: high-rise, pleated or straight with a full thigh.
How do YMC t-shirts & graphic tees fit?
YMC t-shirts & graphic tees runs large. Size down if you want a normal fit; keep your usual size only for a deliberately boxy look. Shape: boxy, wide across the chest with dropped-ish shoulders.
Brand facts
YMC (You Must Create) is a London label founded in 1995 by Fraser Moss and Jimmy Collins, named after Raymond Loewy's line about creating your own design style. It builds unisex, menswear and womenswear collections from workwear and military references filtered through British post-punk and music subculture: boxy overshirts and chore jackets, wide pleated trousers, graphic knits, corduroy and printed shirting. Moss died in May 2023; Sage Toda-Nation became the brand's second creative director in 2024, reworking archive pieces and early design codes. Stores operate in Shoreditch, Soho and Seoul.
- Founded
- 1995
- Origin
- London, United Kingdom
- Made in
- Asia
- Price
- $$$
- Typical prices
- Knitwear $248–$297 · Trousers $277–$332 · Jackets $371–$481
- Focus
- Unisex
- Facts checked
- August 2026
- Styles
- Minimalist / Contemporary, Workwear / Heritage, Urban prep / Ivy