YMC stands for You Must Create and is a fashion brand founded in 1995 by Fraser Moss and Jimmy Collins. The London-brand’s name was taken from an infamous quote by industrial pioneer Raymond Lowry, “You must create your own design style”, which has strongly influenced the YMC ethos. YMC’s collections are inspired by designer Fraser Moss's love and knowledge of subversive music and arts, vintage militaria and work-wear, and a post punk attitude. Originally created as a unisex label, YMC is known for their understated, easy-to-wear designs. The brand creates men’s and women’s clothes that effortlessly form the building blocks of the modern wardrobe.