Culture

YMC X UMBRO AT END. LONDON

30 May 2022

To celebrate YMC and Umbro’s latest collection, END. hosted a display of the collection and a DJ set by label co-founder, Fraser Moss, at our flagship store in Soho, London.

YMC x Umbro at END. Soho

In celebration of YMC and Umbro’s latest collection, END. invited YMC co-founder, Fraser Moss, to our flagship Soho store on Thursday 26th May. The evening included a display of the collection, which is inspired by the heritage, passion and flair of rugby, tapping into Umbro founder Harold Humphreys’ slogan, “look smart, play smart”.

YMC x Umbro at END. Soho
YMC x Umbro at END. Soho
YMC x Umbro at END. Soho

YMC has long been rooted in music and subcultures, something which has stemmed from its founders’ longstanding love of music and its many different genres, styles and sensibilities.

YMC x Umbro at END. Soho
YMC x Umbro at END. Soho

Channelling that, Fraser played a live, vinyl-only DJ set between 5 and 6 PM, giving attendees a glimpse at his diverse musical tastes and decades of crate-digging experience.  

YMC x Umbro at END. Soho
writerEND.
share