Founded by Fraser Moss and Jimmy Collins in London in 1995, the YMC (You Must Create) brand is known for its timeless and discrete designs, easy-to-wear pieces that are a must for the modern wardrobe. Inspired by the passion of designer Fraser Moss for music and subversive arts, a post-punk attitude, YMC clothing is identifiable by careful details, emphasis on texture, color and print. Easy to wear, these are pieces that stand the test of time.

For this new collection, the brand opted for intense colors and a casual chic look. Beautiful knits are part of it, and that's cool.

You Must Create Durably

Behind You Must Create we find two leading figures of the London label, the duo Fraser Moss and Jimmy Collin. The crazy artist, and his partner who moderates the enthusiasm. An iconic tandem of which you can find a part of the story on our article You Must Create Durably. Creativity, modernization, retrofuturism and the new SS21 collection, where we even talk about satanism, are waiting for you!

For the SS21 season, the label is inspired by the occult and enchantment through its collection. The English brand has managed to pull its weight by presenting pieces with intense colors for a casual look. The strong presence of patterns underlines the uniqueness of the pieces in the looks. We will notice references to Kenneth Anger, a director of experimental movies and Ruth White, pioneer of electronic music.

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