YMC
"You Must Create", aka YMC, was formed in London in 1995 by Fraser Moss and Jimmy Collins. Since then the brand has focused on stylish, functional and modern mens clothing. The pair are not led by seasonal trends, rather creating functional, distinctive and wearable fashion that has longevity.
The ethos of the brand follows that of renowned father of industrial design, Raymond Loewy, the talent widely regarded as having ‘designed America’ and the man behind a collection of iconic contributions to modern life including the Shell logo and the Lucky Strike packaging. Loewy is quoted as saying “you must create your own design style” and it is this mantra that informs each season from YMC. At Glass Boutique we believe the label is one of the most forward thinking and innovative in men’s and women's fashion to emerge from our fair isles in recent times.
This season YMC's autumn winter collection focuses on a multiple textures and layering, drawing on inspiration from both the UK and US military attire from the early 20th century. The garments have all been revised and brought up to date by slimming down silhouettes of workwear men’s clothing.
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