Established in London in 1995 by Fraser Moss and Jimmy Collins, You Must Create is an easy-to-wear brand with timeless designs. Originally started as a unisex label, the menswear and womenswear collections still sit seamlessly together, sharing seasonal fabrics and prints which are complimented by a concise edit of footwear and accessories.
With a title borrowed from one of industrial pioneer Raymond Lowry’s infamous quotes: “you must create your own design style”, it’s this call to arms that has strongly influenced the YMC ethos. Inspired by designer Fraser Moss’s love and knowledge of subversive music and arts, vintage militaria and work-wear, and a post punk attitude, YMC clothes are identified by a keen eye to detail, an emphasis on texture, colour and print and a strong creative spirit. Directional but highly wearable, these are pieces to stand the test of time.