Starting out as a pop-up shop in 1995, YMC (You Must Create) has gone on to gain international recognition and currently has stores in Soho and Shoreditch. Started by friends Jimmy Collins and Fraser Moss, the unisex fashion brand has evolved over the years from prints and patterns to its own cut and sew clothing line, always keeping its prime principles of originality and ‘avoiding trends’ at the fore of its designs. Influences lie in British culture, from heavy Scottish knitwear to the light, linen beach jackets you might find getting zipped up on a blustery Brighton Beach. YMC has collaborated with the likes of luxury menswear website Mr. Porter and heritage brands like Brady Bags in the past, but most products are still designed by owner Fraser Moss himself. As well as creating and stocking everything from caps, delicate lace dresses, silk tops and footwear you can also find a healthy vintage collection in store, handpicked to work alongside YMC’s own range. Both London stores are impressively designed and make for a joyful shopping experience for women and men.Show lessRead more

    23 Hanbury Street , London


    Public Transport
    Liverpool Street (Central, Circle, Hammersmith, Metropolitan)

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