YMC is not only a clever abbreviation for ‘You Must Create’ but the name of a highly established London based clothing company. The collaboration of Fraser Moss and Jimmy Collins saw the launch of a promising new fashion label back in 1995.
The core value of their company is to design timeless functional pieces avoiding the need to conform to current trends or whims. To succeed, they look to work wear and British military attire for inspiration. In particular, the precise and crisp function of the uniform is their point of interest.
YMC’s fight against following fashion trends and whims is apparent within the interiors of their two London stores. To emphasise their ethos for ‘fashion as function’, their flagship store in Shoreditch is designed around the idea of a morgue. Highlighting their dark, witty humour and strong beliefs that fashion design should always have a purpose.
Stocking many of their own designs as well as carefully selected brands, the garments are beautifully tailored and their focus on detail is a priority. The footwear section ranges from sandals to brogue desert boots to casual yet quirky sneakers. Perfect to team with a pair of knee length shorts in an array of colours for the typically humid British Summer day. In preparation for the inevitable scattered showers, YMC offers a variety of jackets and blazers to shelter their tees and vintage sweaters – creating the perfect layered look.
True to their intention, YMC’s current spring/summer 2012 collection offers timeless pieces with a vibrant injection of the present. Looking to past literature and film for inspiration, you enter a society without technology, a more naive world. The collection would not be out of place for a summer’s day in the countryside full of mischief and free spirit.
Shop the looks below over on the YMC website.