YMC has always done things differently. Founded in 1995 by Jimmy Collins and Fraser Moss, the British label took its name from a quote by legendary industrial designer Raymond Loewy: "You Must Create." It was both a challenge and a mission statement, reflecting the founders' desire to build an alternative to the heavily branded fashion landscape of the time.
Drawing on workwear, military uniforms, music, literature and decades of British subculture, YMC creates collections that feel quietly distinctive. Utility and function provide the foundation, while a post-punk, DIY attitude keeps things interesting. It’s clothing that captures the spirit of the moment, and an anti-trend stance is part and parcel of just that.
More than three decades on, YMC remains one of Britain's most influential independent fashion labels. Explore laid-back tailoring, everyday staples and contemporary silhouettes from a brand that has always preferred carving its own path, right here at END.
