Formed in London in1995 by Fraser Moss and Jimmy Collins, YMC has a remarkably strong identity for a brand still in its teenage years. Refusing to be swayed by fashion trends, YMC resolutely focuses on creating stylish, functional and modern clothing allowing the product, rather than the marketing to speak for itself.
YMC’s main source of inspiration comes from Raymond Loewy, ‘the man who designed America’. Loewy is responsible for design classics such as the greyhound bus and the branding for Lucky Stripe and Shell. When once asked how he saw the future of design Loewy replied “you must create your own style”; from this simple manifesto YMC or “You Must Create” takes its name as well as its design cues, applying them to wardrobe staples to create a highly distinctive and stylish look. In 2010 YMC launched its ‘Basics’ range, further cementing it as one of the most wearable labels around.
YMC’s main source of inspiration comes from Raymond Loewy, ‘the man who designed America’. Loewy is responsible for design classics such as the greyhound bus and the branding for Lucky Stripe and Shell. When once asked how he saw the future of design Loewy replied “you must create your own style”; from this simple manifesto YMC or “You Must Create” takes its name as well as its design cues, applying them to wardrobe staples to create a highly distinctive and stylish look. In 2010 YMC launched its ‘Basics’ range, further cementing it as one of the most wearable labels around.
The Spring/Summer 10 YMC collection is available now at Coggles.com
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