YMC

YMC or "You Must Create" was formed in London in 1995 by Fraser Moss and Jimmy Collins with a focus on stylish and functional clothing. Both Fraser and Jimmy refuse to be influenced by short term trends, preferring to focus on creating functional, distinctive and wearable fashion that has longevity. An ideology that is close to the heart of Goodstead. The acronym "YMC" holds its roots in the words of renowned industrial designer, Raymond Loewy, who is widely regarded as having designed modern America. When asked how he saw the future of design, Loewy responded "you must create your own design style." It is this mantra that runs true throughout each collection from YMC. A fine balance between contemporary fashion created with high quality fabrics and subtle modern detailing, each piece is both current and timeless with the same stroke.