YMC – You Must Create

YMC (You Must Create) was founded by Fraser Moss and Jimmy Collins in 1995. The London based label has since then established itself as one of the most enduring and influential independent brands from the UK.

The name YMC comes from the industrial designer Raymond Loewy, who said; “You must create your own design style”. This quote strikes the core of YMC.  The brand is started out heavily inspired by workwear and military clothing. In its current state YMC incorporates the cultural zeitgeist and more streetwear influences are to be found. The YMC collection is always directional and wearable.

Bestoked is responsible for the online marketing (SEA & Social Advertising) of youmustcreate.com.