YMC was founded in London in 1995 by Fraser Moss and Jimmy Collins. Since then, the label has established itself as one of the most enduring and influential independent brands to come out of the UK.
Taking its name from a quote by the famous industrial designer Raymond Loewy; “You must create your own design style”, YMC is a call to arms; one that influences the very essence of the brand’s identity.
Initially inspired by workwear and military clothing, the duo developed the unisex brand around the notion of creating understated and timeless garments. Today, YMC continues to subvert expectations while simultaneously capturing the cultural zeitgeist. Directional yet wearable, each collection is influenced by creative director Moss’s passion for music, literature and the arts, and his enduring post-punk, DIY attitude.
Today, the label boasts three standalone London stores in Shoreditch, Soho and Bloomsbury with another outlet in Seoul.
Text and Photos by YMC London