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ymc - you must create shoreditch

YMC (You Must Create)

Timeless design classics for men and women, the antithesis of disposable fashion

Founded in 1995, based on the design principle made famous by Raymond Loewy (creator of the Coca Cola bottle and logo and countless other design classics): ‘You Must Create Your Own Style’. The idea behind the brand was to make clothes that would outlive trend-led stereotypes, the antithesis of disposable fashion. The tailoring, quality of fabric and clear aesthetic stay true to that vision and have won the brand lifelong fans of its men’s and womenswear.

020 3432 3010 23 Hanbury Street, E1 6QR


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