Being born in London in the mid-1990s gave YMC personality. Its style has evolved over time as a result of cultural influences and a DIY attitude.
The origins of YMC
YMC was founded in the 1990s by Fraser Moss and Jimmy Collins, two creative minds with backgrounds in fashion and music. It emerged as a fresh and bold response to the British fashion scene. Inspired by the city’s creative energy, Moss and Collins set out to create something unique: a brand that captured the essence of London’s urban subcultures at the time, though its lines evoke some of the Do It Yourself spirit of early ’80s punk. The founders’ stylistic references came from Collins’ family, who owned a couple of stores where he began to relate to the clothing, and Moss’ experience with Vivienne Westwood, but they extended far beyond fashion and trends to a culture that was emerging in London during the 1990s.
Since its inception in the fashion industry, YMC has grown to become a timeless style benchmark that incorporates sustainability into its processes from the start of design creation. While its roots are in workwear and military uniforms, the brand has evolved over time, combining classic elements with a modern, durability-focused approach. YMC creates long-lasting products that are not limited to a particular time or situation. Without revolutions, YMC’s design is the result of ongoing evolutions that reflect what is happening in society. YMC’s creativity is a response to an environment, a concept of upheaval that has followed them since their inception.
YMC stands for You Must Create
The name YMC carries a powerful message: “You Must Create”. Inspired by a famous quote from French-American designer Raymond Loewy, one of the greatest industrial designers of the twentieth century and a cross-cutting author who designed everything from Lucky Strike packs to the first US space station. When asked about the future of design and creation, Loewy responded, “You must create your own design style.” An idea reflected in the brand and its attempts to place the user at the centre of creation.
You Must Create represents the brand’s philosophy of encouraging creativity and individuality in all of its designs. YMC views creation as a form of personal expression and a commitment to innovation.
From concept to production, each YMC garment is the result of a meticulous and careful process that explains the company’s commitment to sustainability. Their garments are made in European factories with materials chosen for their low environmental impact, but it is the design that forms the foundation of their concept: durable lines, a rejection of trends, and a manufacturing process that allows the garment to last a long time. The end result is versatile and elegant garments that outlast fashion trends and become staples in any wardrobe.
The YMC style
YMC’s style has evolved over time, from its origins in the 1990s, when they were associated with London subcultures and workwear, to the present day, when they have developed their own style, in which references to their beginnings appear occasionally but maintain a direct relationship with music, literature, and other contemporary artistic disciplines.
YMC’s contemporary style is now available at FOOTDISTRICT.
