YMC (You Must Create) was created in London in 1995 by Fraser Tree and Jimmy Collins in response to the increasing demand for stylish, efficient, modern clothing. YMC aren’t led or influenced by seasonal trends but make an effort to provide the solution for brilliant clothing that is both wearable and distinctive.
Back again in the 1990’s, YMC were almost consigned to fashion history as another failed niche brand, after some poor decisions thanks a lot to a lack of knowledge. Luckily, high streets juggernauts, French Connection moved in with a huge investment to get the brand back on its ft, an unusual hand of help in the serious world of fashion. YMC is now a highly sought after brand with two successful standalone stores in London, an obole in the UK’s top department store and various online vendors covering the rest of the world. London branding agencies
The man who ‘designed American’ and the daddy of professional design, Raymond Loewy, famously said when asked what he noticed in the future for design: “You must make your own design and style”. It is this viewpoint this is the inspiration and generating force behind the YMC brand. The name sticks for ‘You Must Create’ and this ethos is maintained in the label’s collections. YMC do not follow current trends or styles, but instead give attention to creating stylish, functional and modern clothing for men and women, allowing the product( rather than the marketing), to speak for the brand.
Clothing choices contain an unique blend of styles and influences and vintage is mixed with modern day to create unique, yet functional and wearable clothing for different persons that are fit put on year-round, season to season. YMC aspires each year to make typical work-wear themed collections that are stylish and modern despite the vintage impacts. Statement outerwear is teamed with cosy knits, maritime stripes and neutral earthy colours to create clothing that has longevity rather than a passing fad. Enthusiasts of the brand’s distinctive style include the cousons, Badly Drawn Boy, actor or actress Hayden Christensen and appearing electro star Ladyhawke.
Pioneers, Fraser and Jimmy understand better then most the perils of vogue – undoubtedly learning a very important lessons from the troubles they faced in the past due 1990’s. Being backed by French Connection has greatly helped their production needs on each new collection.
However, both founders declare that they still have plenty of room to improve. In the foreseeable future, there are hopes of opening in-store concessions, further stand together stores and carry on and produce successful collections that are wearable all year round of golf. Your favourite of the fashion press – regularly offering in Vogue, The Telegraph and Esquire – YMC is a brand that is increasing in reputation and is sure to go from strength to strength down the road.
YMC Major Moments:
1995: YMC is founded as a menswear and womenswear collection by graphic designer duo, Fraser Moss and Jimmy Collins, seeing a gap in the ‘American skate’ focused design market. Moss covers the designing side of things and Collins will take care of everything different.
Late 1990’s: YMC were required to close their Conduit Street, London shop and abandon their womenswear collection. A great investment from High Street sequence, French Connection, provided the money and know-how for the YMC brand to get back on course. French Connection also owns several other well known brands, including Toast and Great Plains.
2008: The YMC womenswear collection is re-launched.
2009: First YMC range topping store is opened in the fashionable Soho area of London. The Even victorian themed d? cor, antique furniture and bizarre instances of animal taxidermy, is perfect styling for the YMC collection.
YMC Fashion Impact on and Ethos.
2010: YMC opens its second showering store on Hanbury Road, near fashion conscious Packet Lane, in London. Just like their flagship store in Soho, their Hanbury Streets store provides an unique shopping experience. The deb? cor of a store is intensely influenced by the 20’s and 30’s with traditional vintage post-war prosthetic hands or legs serving as decorations to display shoes and accessories.