YMC

YMC, short for You Must Create, is a British label founded in London by Jimmy Collins and Fraser Moss. The name comes from designer Raymond Loewy's line, "You must create your own design style", and it doubles as a nudge to the wearer to make their own way. The clothes draw on workwear, military references and a utilitarian edge, and the approach is understated and functional: minimal, but never plain. Sage Toda-Nation became creative director in 2024, working with Collins to sharpen the label's original codes. Recent projects include a gardening capsule with Anglo-Japanese brand Niwaki, and an Autumn Winter 2026 collection built on familiar shapes.