Quiet Design with a Subversive Edge

Founded in 1995 in London, YMC (You Must Create) takes its name from famous industrial designer Raymond Loewy’s quote, “You must create your own design style.” Drawing on traditional workwear influences, the brand focuses on understated, functional garments designed to stand the test of time.

Over the years, YMC has infused its collections with subculture, music and a post-punk DIY attitude, creating wearable yet forward-thinking designs that capture the current zeitgeist.

After the passing of co-founder Fraser Moss in 2023, Sage Toda-Nation joined YMC as its second-ever creative director, working closely with founder Jimmy Collins. Looking back to YMC’s early days, he draws on the brand’s extensive archive, reinterpreting familiar designs and details for a new era. His British-Japanese background brings another perspective to the brand, introducing a subtle Japanese sensibility around proportion, balance and considered construction while staying true to YMC’s distinctly British roots.