YMC simply stands for You Must Create, which is ironic because we actually don’t need to create anything thanks to YMC creating it for us. This time it’s their mid-season collection, a celebration of cool colours with loose, easy shirts, relaxed trousers, sweatshirts, blousons and knee-length shorts, all perfect for looking mint on holiday, without the sweat. Adding a pop of psychedelia within it all, YMC have thrown in a flower print in celebration of daisy-age hip-hop pioneers De La Soul.
Fifty years after Jane Birkin and Serge Gainsbourg famously sang ‘Soixante neuf; année érotique’, YMC also pays homage with a collection of jersey tees featuring graphics inspired by a late 60s French underground erotic art publication. It really is Charmant jubbly!
The mid-season collection is available to buy now from the YMC online store – www.youmustcreate.com