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YMC was created back in 1995 by Fraser Moss and Jimmy Collins using industrial designer Raymond Loewy’s slogan, ‘You must create’, as both inspiration for the name and ethos of the brand. They took their initial inspiration for the brand from a number of varied places including work wear, traditional outerwear, the football terraces of the 1980’s and both British and American military uniforms.
Precision and crisp functionality are evident in YMC’s clothing from the sportswear and military uniform influence mixed with dark humour and understated details.
Since their inception, YMC has slowly and quietly become a popular and widely respected label. They are now at the forefront of a British form of modernism in clothes design. While some other brands tend to follow the short term trends and fads, YMC work on the belief that form follows function resulting in a collection which is timeless.
Even the interior designs of their two London stores are a reflection and extension of the brands values. The original Poland St shop took inspiration from the Victorian passion for knowledge with a theme of taxidermy and the occult. The flagship shop in Shoreditch is based on a morgue, complete with mortuary slab.
YMC’s AW12 collection is inspired by roaming vagrants and beatniks. The fabrics and colours used and rich with the usual autumnal earthy tones complemented by vibrant flashes of primary colours adding depth to the range. Denim items also feature in the collection as well as a range of classic accessories such as scarves, hats and footwear.
YMC have built a loyal following of like minds with their beautifully tailored, understated clothing which is full of subtle, hidden details.
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