YMC (You Must Create) is a British fashion brand founded in 1995 by Fraser Moss and Jimmy Collins. The brand is known for its simple, timeless aesthetic and places great emphasis on functionality and quality. Inspired by traditional workwear, military uniforms and subculture, YMC is characterized by minimalist designs and high-quality materials that combine classic cuts with modern details.

YMC's design concept is based on the idea of ​​creating long-lasting and versatile garments that do not follow quick trends but last in the closet for the long term. The brand relies on subtle color palettes and uncomplicated cuts that are equally attractive to both men and women. YMC is a brand that consciously strives for a timeless style and thus offers a sustainable alternative to fast-moving fashion.

The brand takes its name from a quote by modern industrial designer Raymond Loewy. The quote is: "You must create your own style and be faithful to it." This quote embodies YMC's philosophy, which focuses on developing one's own, consistent style that does not follow short-term fashion trends. Fraser Moss, one of the founders and lead designers, also brings influences from his time at Vivienne Westwood, where he learned to combine tradition with subculture and unconventional creativity.