As we hurtle headlong into our half-century as a magazine, I’ve been writing a few lists that refer back to some of the things we’ve liked most over that 50 issues of Proper. I’m not doing one on brands in general, but if I was, YMC would be in there.
You probably already know this but YMC is short for You Must Create. The brand was founded in London in 1995 by Jimmy Collins and Fraser Moss, borrowing its name from a Raymond Loewy maxim: “You must create your own design style.”
Anyway, while the 90s wrestled with trends and logos, YMC chose understatement. Workwear silhouettes, military cuts, and beatnik references re-imagined with functionality and timelessness in mind. This was stuff for those attracted to a bit more depth and cultural resonance.
Sadly, Fraser Moss passed away in 2023 and consequently it proved to be a turning point. Losing 50% of the brand’s voice and personality created a need for regeneration. After a period of the brand being in the ownership of French Connection, Jimmy Collins got back control of the brand last year it allowed him to guide it back to its roots in an uncompromising way, with signature pared-back design, genderless wearability, and long-lasting garments.
In a sense, YMC was always ahead of its time. Uninterested in whatever passing trend could be jumped on, they instead mainlined subcultural references into functional clothes, minimal branding, and a refusal to play fast-fashion’s game. The brand has never shouted but has built a reputation for conviction and integrity. Today, circa 30 years after it began, YMC continues to hold strong, the same, but different. It’s no surprise to see it chosen by SEVEN to appear on their roster of brands.
We’ve taken some of the items from their recent drop and dug deeper, read on for more.
Boasting Donegal Wool blend, this cardy is a winter essential that you’ll keep coming back to year after year. The rib pattern on cuffs, hem and elbows adds an additional flourish that makes it distinctive.
Available in this nice navy colour as well as a proper heritagey orange, this turtle necked number is the type of knitwear that makes elderley relatives finally appreciate your sense of style. “That’s a nice jumper you’ve got” they’ll say, between sips of piping hot tea. And somehow, despite their questionable political protestations, you find a connection. Nice that isn’t it?
Made in Portugal, almost certainly by some of those artisans we get told about, this is a solid overshirt that will go with most things.
Yeah, so this is already in the list but in a different colour and that alternate shade means I’m fine with it being included twice. This orange shade is a proper orange, with a slight hint at red brick. Lovely stuff.
More nice knitwear, with this lovely striped number. Made from a precise mix of mohair, alpaca and a sprinkling of polyamide to keep it behaving itself, this is another example of the kind of thing YMC do so well.
Its tones help makes this lovely version of the aforementioned PJ Overshirt an autumnally appropriate addition to your wardrobe. Boxy fit, as is the style these days, and it’s got those Corozo buttons I mentioned earlier. Delicious.
