Y.M.C. stands for You must create and is a British fashion brand. Fraser Moss (1966) and Jimmy Collins (1996, London) came up with the concept in 1996. (1967). Neither Moss nor Collins studied fashion, but both have worked in the industry: Moss worked for French Connection before launching his own label, Komodo, and Collins worked for Westwood before launching his own store, Professor Head.

Fraser Moss and Jimmy Collins

They collaborate to develop a contemporary, unisex range that can easily be included into their clients’ wardrobes. Y.M.C.’s name is derived from a quotation by American industrial designer Raymond Loewy, who said, “You have to establish your own style.” In 1999, Moss and Collins were named British Streetstyle Designers of the Year. The brand launched a flagship store in London on Conduit Street, which had previously been closed to make room for Boutique B around the turn of the century. Other locations, including Regent Street and Cardiff, Wales, have opened.

A collection of Y.M.C.

Andy Jordan, an artist who produces clothing by creating holes in fabric and embroidering around them, contributed to the Mini Millennium Capsule Collection in 2000. The rock band The Avalanches organized a T-shirt Club, and Y.m.c. contributed to it. Moreover, he label is releasing a limited edition of 100 T-shirts created in conjunction with Natalie Wood, an Australian designer. The T-shirts are available for purchase on the internet, with all earnings going to the Nspcc children’s charity.


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