You Must Create — YMC Spring 2011

Look­ing to lazy sum­mers spent out­doors, YMC found the inspi­ra­tion of their lat­est col­lec­tion in the youth of the World War II era. Embrac­ing a dusty color palette and con­struct­ing a lineup that rein­forces a strong British her­itage, a charm­ing selec­tion comes together. Cap­tur­ing the ease of coun­try life, a sim­plic­ity res­onates through qual­ity pieces, rang­ing from the cardi­gan and button-​​down to relaxed trousers for a nos­tal­gic season.

YMC Fall 2010

Mod­eled after the roman­tic hero, YMC designer Fraser Moss takes this season’s inspi­ra­tion from the hunter, fish­er­man, mariner, arti­san and peas­ant. Craft­ing util­i­tar­ian pieces with a Euro­pean sen­si­bil­ity, YMC’s man gets a prac­ti­cal fit for the sea­son with fair isle knits, sharp out­er­wear and a grounded elegance.

My-​​Wardrobe Spring Preview | Dan Felton for YMC

Pre­ping for spring arrivals as early as Jan­u­ary, UK-​​based retailer My-​​Wardrobe shares news of their lat­est brand pick­ups, which include Phillip Lim, Aquas­cu­tum and Farhi by Nicole Farhi. In addi­tion, My-​​Wardrobe shares an early look at YMC’s lat­est range, which they will be stock­ing as well. Fea­tur­ing Dan Fel­ton, the spring col­lec­tion con­tin­ues a fas­ci­na­tion with work­ers wear. Sub­scrib­ing to a color palette of navy and khaki, YMC’s spring takes shape amongst smart sta­ples. From a mod­est shawl col­lar to the duf­fel coat, YMC moves for­ward on their util­i­tar­ian track.

Fall 2009 | You Must Create (YMC)

Last sea­son You Must Cre­ate took its inspi­ra­tion from the past, dis­trib­ut­ing their mod­est col­lec­tion in the form of depression-​​ready ration books. In a nat­ural pro­gres­sion, fall sees a remain­ing nos­tal­gia for the past with a focus on the com­mon man in work­er­swear. Mov­ing away from the slim sil­hou­ette, the col­lec­tion fol­lows a relaxed pace that is more time­less. Built around core con­cepts, the col­lec­tion is grounded by its pants of the same make, while out­er­wear, both bulky and clean embrace util­i­tar­i­an­ism as the most impor­tant ele­ment of an ensemble.

Topics of Fashion — 7/​23/​2009

• 10 Mag­a­zine shares this pic­ture of Ash that didn’t make the cut for J.W. Anderson’s lat­est lookbook.
• You Must Cre­ate is push­ing for­ward with a dif­fu­sion line called YMC basic. Prices will range from $40 to $120. (Men.Style)
• In an inter­est­ing turn, Michael Bas­t­ian is col­lab­o­rat­ing with Gant for a co-​​branded col­lec­tion that will debut fall 2010. (WWD)
• WWD’s menswear depart­ment is look­ing for three interns and you even get a gen­er­ous $12/​day. (Fash­ion­ista)
• Ama­zon has pur­chased online shoe retailer Zap­pos, which should aid in the company’s expan­sion. (WSJ)

Clothing Rations — YMC Spring 2009

It’s always nice to get your hands on look­book hard copies. Often, the way in which the look­book is pre­sented helps put the col­lec­tion in per­spec­tive. That is the case with YMC’s lat­est look­book. A step ahead of the this fall’s recession-​​inspired fash­ion, YMC presents their spring col­lec­tion in the form of a ration book. The last words of the book are “Please keep this book safely — it is your only means of buy­ing cloth­ing.” The look­book is com­plete with “mar­garine coupons” enti­tling the bearer to one arti­cle of cloth­ing. The tongue in cheek pre­sen­ta­tion mir­rors the collection’s slightly awk­ward, but humor­ous pair­ing of pieces. The col­lec­tion includes safe and con­ser­v­a­tive pieces like short sleeved shirts and boat shoes, but then they are dressed in a quirky rep­tile print that most will either love or hate. It’s a risky move, but it lends the somber spring col­lec­tion sub­tle humor and character.

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