YMC (You Must Create)

YMC is a London label founded in 1995 by Fraser Moss and Jimmy Collins, named after Raymond Loewy's maxim "you must create your own design style." It builds menswear and womenswear on workwear, military and British subculture references: boxy printed shirting, relaxed trousers, knitwear, suiting and outerwear, plus Merrell and Grenson footwear collaborations. Moss died in 2023; Sage Toda-Nation became creative director in 2024, steering a more minimal, genderless direction. Co-founder Collins bought the brand back from French Connection in December 2024, returning it to independent ownership. Stores operate on Poland Street and Hanbury Street.