YMC (Coming AW20)
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Verging on nearly 20 years of developing and evolving their unique style, YMC or You Must Create is a British fashion house founded by Fraser Moss and Jimmy Collins as a response to increasing demand for functional yet stylish clothing. 'You must create your own design style' is the philosophy of industrial design pioneer, Raymond Loewy, that is the driving force behind YMC's identity of fresh menswear pieces and their androgynous womenswear that has a subtle dose of femininity. Each season their collections provide wearable and distinctive pieces that are not led or influenced by seasonal trends meaning that they will last for seasons ahead.