Founded in 1995 by Fraser Moss and Jimmy Collins, YMC took its name from industrial designer Raymond Loewy's motto "You must create your own design style" and has been living by it ever since. Rooted in vintage military and workwear, the brand has grown into something broader, spanning elevated basics, distinctive wardrobe staples, and an ever-interesting footwear offering. Directional yet wearable, always with a post-punk, DIY spirit. In 2025, YMC welcomed new creative director Sage Toda-Nation, who looks back to move forward, drawing on the brand's 28-year archive and the spirit of those first collections from Autumn/Winter 1996 to shape a new chapter.