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. 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 sits comfortably between opposing ideas.

Built with longevity in mind, early YMC pieces centred on understated, functional design — an approach that remains unchanged today. The brand’s deep connection to subcultures continues to inform collections that feel relevant without chasing trends.

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.