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YMC

YMC is a true British mainstay and is an example of how a willingness to evolve and refine ideas & craft can serve incredible well. Since the brands inception in 1995, You Must Create, or YMC as they are more commonly known, have built a reputation for amalgamating classic menswear styles with contemporary patterns and forward-thinking cuts. The brand, run by duo Fraser Moss and Jimmy Collins, aims to create understated and timeless mens clothing with an emphasis on “style and not trend.” With inspirations such as Japanese menswear, vintage finds, YMC eschews logo-heavy design and instead puts its efforts into making wardrobe staples with unique twists.