You Must Create (or YMC as it has been called sometimes) has spent nearly 20 years developing and evolving their unique signature look. Founded in London in 1995 by Fraser Moss and Jimmy Collins, YMC creates modern, functional designer clothing which ignores trends in favour of understated, wearable style.
You Must Create are inspired by industrial design hero Raymond Loewy’s reply when asked how he saw the future of design: "You must create your own style." This call to arms is the driving force behind the brands identity, which brings a subtle dose of femininity to their typically androgynous womenswear.
The ethos of taking a traditional item & reworking it to create something modern gives a timeless quality to the clothes - they will last for seasons ahead.
You Must Create has evolved into a successful & important British label.