Jimmy Collins and Fraser Moss are the pals behind YMC (You Must Create), a clothing line for men and women whose collections and designs reflect their principles of originality and steering clear of trends. From its humble beginnings as a pop-up shop back in 1995, YMC's cut and sew line has garnered interest worldwide, and they now have branches in Soho and Shoreditch. 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

    11 Poland Street , London


    Public Transport
    Oxford Circus (Bakerloo, Central, Victoria)

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