Raymond Lowey probably didn’t think his quote - “you must create your own design style” - would become the founding mantra for one of the biggest brands. But in 1995, Fraser Moss and Jimmy Collins proved him wrong by founding You Must Create… a.k.a YMC men’s fashion
Hailing from London, the duo were driven by the desire for “understated and timeless garments” - so here at END., you’ll find a wide range that doesn’t fall for fashion fads. From caps to cardigans, there’s plenty of ways to DIY your YMC contemporary clothing.
Rolling in as a mainstay season after season, the YMC Alva Skate trousers are a must-have. Celebrating revolutionary pro-skater and musician Tony Alva, this slacker style exemplifies the brand’s workwear influences - with a loose cropped-leg fit and drawstring waist.
When it comes to styling, there’s plenty to pick from too. Grab a Wild Ones t-shirt or Shrank sweat to strengthen your fashion foundations - then layer up with a Beach jacket. Making waves in your wardrobe, it’s crafted super-soft fleece fabric and structured using a bound edge shawl collar for plenty of retro readiness.
Prefer something on the lighter side for summer? Look no further than the Labour Chore jacket! Embracing YMC British style and post-punk, DIY attitude, this heritage workwear staple is continuously reimagined by the London label - so we’d recommend keeping an eye out on END. for the latest and greatest looks.
And there you have it - YMC! If you’re gonna create your own style, you might as well do it with some of the best in the ‘biz - and take Lowey’s advice.
