Following an ethos to create intelligent, wearable clothing that exists outside the constraints of seasonal trends and fads, You Must Create (YMC), formed in London in 1995 by Fraser Moss and Jimmy Collins, has become known for bespoke prints and embroidery, understated design and luxury fabrics. Intended as a meaningful addition to contemporary fashion, the aesthetically diverse YMC takes a modernist approach to design where function takes precedence, allowing their distinctive, yet understated, wares longevity in an increasingly 'throw-away' industry.

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