YouMustCreate

YouMustCreate: A British Unisex Fashion Brand

Founded in London in 1995 by Fraser Moss and Jimmy Collins, YouMustCreate (YMC) is a British unisex fashion brand known for its timeless approach and contemporary take on everyday clothing. Since its beginnings, the brand has created essential pieces for men and women, designed to transcend seasons while maintaining a strong and distinctive identity.

A London Brand with Global Reach

Over the years, YouMustCreate has built a loyal following in the UK and internationally. The brand has established itself through its iconic stores in London’s Soho and Shoreditch, as well as through a network of retailers around the world. Deeply connected to London’s creative culture, YMC offers a contemporary interpretation of British style, combining urban influences, functional clothing and timeless silhouettes.

A New Creative Direction for YMC

Following the passing of creative director and co-founder Fraser Moss in 2023, Jimmy Collins began the process of evolving the brand’s identity while remaining true to its original heritage. Sage Toda-Nation was subsequently appointed as YMC’s new Creative Director and presented his first collection for Spring/Summer 2025, marking a new chapter in the history of YouMustCreate. This new creative direction allows YMC to evolve its aesthetic while preserving the values that have shaped the brand’s identity for almost three decades.

The YouMustCreate Philosophy: Timeless and Independent Fashion

The YouMustCreate philosophy is built around the idea of creating clothing that goes beyond seasonal trends. The brand focuses on timeless pieces, designed for everyday wear and made to become lasting elements of both men’s and women’s wardrobes. This approach is reflected throughout YMC’s collections, combining contemporary design, British influences and functionality.

Discover the YouMustCreate Collection

Today, YouMustCreate (YMC) continues to develop its distinctive vision of British unisex fashion. Its collections offer modern interpretations of wardrobe essentials through a clean, contemporary and timeless aesthetic. Discover the YouMustCreate collection at Les Armoires Vides and explore the signature pieces of this iconic London-based brand.