New to Bias: YMC

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Formed in London in 1995 by Jimmy Collins and Fraser Moss, You Must Create take their name from a quote by American Industrial Design pioneer Raymond Loewy who reasoned that ‘you must create your own design style’.  Initial influences came from workwear, outward bound clothing and the military. 

Over two decades later, this philosophy informs and inspires the YMC signature look of wearable, clean clothing that is free from ‘fast trend’ stylings and has a unique timeless appeal for both sexes. Each collection is thoughtfully produced to be distinctive in its quality and cut yet blend in with your existing wardrobe with ease: intelligent design at its best.

Embracing pared down and decidedly non-fussy styles, our AW17 YMC edit includes colour block hand knits made in Scotland and relaxed luxe track pants for men, with burnt orange Italian felt wool coats and classic cotton belted shirt dresses for women.