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It all started with a quote by industrial designer Raymond Loewy: "You must create your own style” which has served as a mantra to the founders of YMC Fraser Moss and Jimmy Collins. They got together in 1995 as both their fashion labels (Professor Head & Komodo respectively) were running their course.

Frustrated by men's fashion at this period, which was then divided between super brands & skate/streetwear labels, both of which were over-reliant on branding & logos, YMC (You Must Create) was born. Stripping things back while taking influence from military, workwear & British youth culture, the brand's initial philosophy still holds true to this day.

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