YMC

Founded in 1995 by Fraser Moss and Jimmy Collins, YMC is a London based label that has become known for its easy-to-wear pieces that are designed with attention to detail, texture, colour and print. Inspired by one of industrial pioneer Raymond Lowry’s infamous quotes: “you must create your own design style”, inspiration is taken from music, arts, vintage militaria and workwear with a touch of punk from British youth culture spanning from 1963 - 87. With an aim to encourage us all to find our own style with a disregard to trends and the media, each piece is designed to stand the test of time both in its look and construction.

With three standalone stores located in Shoreditch, Soho and Bloomsbury, London-based YMC’s directional aesthetic is one that continues to subvert expectations whilst simultaneously capturing what they describe as the cultural zeitgeist. Each unique collection pays tribute to DIY attitudes, military clothing and heritage workwear as its base, whilst references to noted British subculture, including the ‘90s acid-house rave scene and the pre-punk ‘70s era reign supreme. Capturing the very essence of the brand’s liberalist identity, collaborations with the likes of ASICS and Birkenstock tap into YMC’s ambidextrous appeal, with the brand’s classic cut-and-sew YMC sweatshirts, jackets and t-shirts styled with mindful reference to traditional block-tone colourings, tailorings and subculture-inspired designs.

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