YMC (You Must Create) has spent nearly 20 years developing and evolving their unique signature look. Founded in London in 1995 by Fraser Moss and Jimmy Collins, YMC creates modern, functional clothing which eschew trends in favour of understated, wearable style.

The brand identity brings fresh inspiration to their typically androgynous womenswear , with theĀ ethos of taking a traditional item & reworking it to create something modern that gives a timeless quality to the clothes meaning they will last for seasons ahead.