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You Must Create, a slogan borrowed from industrial designer Raymond Loewy, soon became an apt title for the ever evolving fashion company. Set up by Fraser Moss and Jimmy Collins in 1995 YMC initially took inspiration from workwear, the football terraces and military wear. Today the company is among the prime exponents of a highly British form of modernism in clothes design, ensuring that each garment embodies their core ethic of being free from fads and fripperies. Today YMC continue to do what they do best – remain current without cheapening their aesthetic.