YMC

Inspired by industrial designer Raymond Loewy’s mantra — “You must create your own design style” — YMC was founded in 1995 by Jimmy Collins and Fraser Moss with a clear point of view. The name became both a set of values and a call to arms to its wearer: make your own way. From the start, the label has focused on thoughtful, creative clothing shaped by workwear, military references and a subtle, utilitarian edge. Classic but not conventional, minimal but never plain, YMC nails that sweet spot between opposing ideas.

Built with longevity in mind, early YMC pieces centred on understated, functional design. Three decades on, that approach hasn’t shifted. The brand’s deep understanding of subcultures continues to anchor its collections, influencing wearable YMC menswear and womenswear that never chases trends, but understands them.

Following the passing of co‑founder Fraser Moss, Sage Toda‑Nation was appointed creative director in 2024. Working closely with Collins and revisiting the label’s original blueprint, Toda‑Nation has introduced new drops that rework YMC’s heritage codes into something forward‑looking — familiar, but sharpened for today.

Discover discounts in the YMC Sale.