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Women's You Must Create, YMC
London-based clothing brand You Must Create (YMC) merges old-world manufacturing tenets while immersing themselves in the modern mood. Fraser Moss and Jimmy Collins set out twenty years ago to breathe subtle intention into classic silhouettes, focusing on the call-to-action by industrial designer Raymond Loewy, when asked how he saw the future of design: “You must create your own style.”
