More than just a clothing brand, You Must Create (YMC) is a manifesto of independence founded in 1995 from the vision of Fraser Moss and Jimmy Collins, whose legacy is led today by creative director Sage Toda-Nation. Inspired by Raymond Loewy’s famous imperative— “You must create your own design style”—YMC builds an aesthetic that draws from London’s youth subcultures, classic workwear, and the utility appeal of British military gear. The result is an essential, long-lasting wardrobe where design meets a rigorous selection of materials: wool, cashmere, linen, cotton, and leather stand alongside sustainable and regenerated fibers sourced from top-tier European manufacturers. An authentic approach that over the years has won over rock icons like Liam Gallagher.
