Brand Feature - You Must Create

"You must create your own design style", the words of famous industrial designer, Raymond Loewy, who was synonymous with the idea of individuality and creating iconic original ideas. The phrase is also the foundational principle behind London-based You Must Create or YMC. Founded in 1995 by Fraser Moss and Jimmy Collins taking inspiration from workwear, military clothing, and post-punk culture to create understated, timeless, and wearable garments that reject fleeting trends. 

Moss and Collins in 1996

Moss and Collins made their intentions clear from day one, You Must Create was both a mission statement and a call for individuality. Be brave, step out of your comfort zone, and create something worth talking about.

In the early ’90s, both Collins and Moss were working within the industry when they crossed paths through a shared German agent. There was an instant chemistry between them, Collins brought the business acumen and experience, while Moss provided the creative vision. Together, they observed that the big brands of the time were obsessed with heavy logos and keeping up with trends. They wanted to build something different, the antithesis of that world, creating understated, utilitarian clothing that drew inspiration from workwear and military garments, while nodding to the rebellious spirit of British youth culture.

Their ability to design timeless, forward-thinking garments without chasing trends has resulted in over 25 years of success within the fashion industry. As Moss once said, “You have to upset the status quo to move forward.” YMC has never been about standing still or following the crowd, instead, the brand has focused on crafting pieces that stand out through their shapes and silhouettes, not the logo on the chest. The quality speaks for itself; these are clothes made to last, unlike trends.

Collins and Toda-Nation 

Fast forward to 2023, following the passing of Fraser Moss, Collins faced a near-impossible task: finding a new creative director who could honour Moss’s legacy while re-energising the brand. It was in Paris that Collins met Sage Toda-Nation, a half-Japanese, half-English designer with an already acclaimed label, Sage Nation. From the outset, Sage felt like the perfect fit. His design ethos, minimal branding, progressive silhouettes, and a deep respect for fabric, aligned naturally with YMC’s core principles.

The goal for YMC under Sage’s direction was simple: keep the roots firmly intact, but give the brand what you might call a “software update.” When we visited the showroom to view the SS26 collection, the theme of father and son stood out. YMC has been around for over 25 years, and in that time its loyal early customers have grown older and wiser. The current collections reflect this evolution, bridging generations through a blend of classic cuts like the Babe Ruth Trouser and more contemporary silhouettes such as the Deadbeat Trouser.

This balance between heritage and innovation is clear to see. YMC continues to evolve with the times, without ever chasing trends, just as it always has. With Sage Toda-Nation at the helm, it’s safe to say that YMC’s future is in very capable hands.

Autumn/Winter Collection — Built to Last

This season, our Autumn/Winter collection is all about pieces that integrate seamlessly with one another, garments that stand out in today’s landscape while introducing new cuts and shapes to both our regulars and new customers. We want to move away from fleeting trends and focus instead on longevity, versatility, and craftsmanship.

As Sage noted, clothes should be worn not saved, "wear them hard, live in them, and let them take your shape". Clothing is made to be worn, and we believe the craftsmanship behind YMC and many of the other brands we stock results in garments that last a lifetime, only improving with age.

Our selection this season is centred around two-piece pairings:

• The Groundhog Jacket in Olive, perfectly matched with the Painter Trouser.

• The Groundhog Jacket in Indigo, paired with either the Babe Ruth Trouser or our old favourite, the Alva Skate Trouser.

• The Groundhog Jacket in black is also a great pairing option for the Babe Ruth Trouser.

• The Scuttlers Jacket, worn with the Babe Ruth Trouser, offers a slightly smarter look while keeping things relaxed and casual. Available in Black and Indigo.

The Scuttlers Jacket and Babe Ruth Trouser

For shirting, the Curtis Shirt in White and Light Indigo delivers versatile options that go with anything. The PJ Overshirt returns in two fabrics this season an intricately woven seersucker fabric, ideal layered over the Curtis Shirt or a simple white tee. As well as a colder weather option in Black/Olive made from a thick Portuguese Check Cotton (both below)

Finally, the Suedehead Stripe Knitted Jumper (below) in Black and Cream makes a statement without overdoing it. Made from brushed lambswool yarn and knitted in Scotland, it’s the perfect mid-layer for the colder months ahead. 

This collection is a reminder that style isn't about keeping up, its about creating something that lasts.