YMC (You Must Create) is a London-based brand that has carved its place as a leading independent label since its founding in 1995. Drawing inspiration from workwear and military clothing, YMC has crafted a collection of understated and timeless garments for both men and women. With a name derived from a quote by renowned designer Raymond Loewy, You must create your own design style, YMC embodies a spirit of individuality and self-expression.

The brand's collections are directional yet wearable, reflecting creative director Fraser Moss's love for music, literature, and the arts, as well as his enduring post-punk, DIY attitude. YMC has made its mark with two standalone stores in London's Shoreditch and an additional outlet in Seoul. Discover YMC's thoughtfully designed and culturally inspired pieces that capture the essence of the brand's identity