(You Must Create) English young fashion label. Created in London in 1996 by Fraser Moss (1966) and Jimmy Collins (1967). Neither studied fashion, but they both have experience working in the business: Moss worked for French Connection and subsequently launched the label Komodo; Collins was an apprentice to Vivienne Westwood before opening his own shop, Professor Head. Together they have created a modern unisex line, designed to be easily assimilated into their customers’ wardrobes. The label’s name is taken from a phrase by the American industrial designer Raymond Loewy: “You must create your own style.” In 1999 they won the British Streetstyle Designers of the Year award.
&Quad;The brand opened a shop in London’s Conduit Street, but this closed shortly after to make way for Boutique B. Other outlets were opened in Regent Street and Cardiff, Wales.
&Quad;In 2000 they created the Mini Millennium Capsule Collection in collaboration with the artist Andy Jordan, who creates clothes by making holes in cloth and embroidering around them. Y.M.C contributed to the T-“shirt club organized by the rock band The Avalanches. The label produced a limited edition of 100 T-“shirts, designed with the Australian Natalie Wood. They are sold on the internet and the proceeds go towards the NSPCC, an association for the protection of children.