"You Must Create" your own identity in life, so why not let London label YMC lead the way? Named after a quote by the famous industrial designer Raymond Loewy, YMC has grown to be one of the most influential and authentic brands to come out of the UK.
Born from a strong desire to create authentic everyday pieces that celebrate the traditions of quality craftsmanship, founders Frasor Moss and Jimmy Colin made their dream a reality in 1995. YMC brings a fresh and modern mindset to fashion that captures its post-punk, DIY-driven DNA, utilising its "You Must Create" ethos as the foundation that influences the essence of the brand’s identity. Today, the YMC women’s line continues to be a reflection of creative director Moss’s passion for music, literature, and the arts. END.s mix of modern, understated separates, from floaty feminine shirts to fleeces that stray away from common fads and trends, showcases the label’s favour for directional yet wearable design.
With over two decades of experience as an enduring British clothing label, YMC has since launched its new eco-conscious line - EARTH. What on earth is that your thinking? YMC Earth is a refined edit of the label’s sought-after workwear-inspired pieces, made up from natural, organic and recycled materials, representing the brand’s cultural undertones and passion for creating sustainable-led design.
Love the concept? Then dive into YMC's pick'n'mix collection to create your own style with YMC women’s clothing at END.