You Must Create, in London a fashion store and brand of strong and creative character.

You Must Create is a fashion store and famous brand which was born in London in 1995 from the idea of Fraser Moss and Jimmy Collins. An industrial pioneer Raymond Lowry said: "You must create your own design style": this is the reason of the choice of the name You Must Create and of the brand's homonymous mission.

Since the beginning, YMC has always been a unisex brand, whose collections for men and women obtained always an enormous success. The secret is the perfect mix between original fabrics and prints with modern and contemporary footwear and accessories.

The designer and founder Fraser Moss can impart his love and knowledge for music and subversive arts, for the military world and for workwear, for post-punk mentality in his creations: a perfect mix from which was born the creative YMC clothing.

Stores reflect fully the military and at the same time creative character of the brand. Clothes – which have all the shades of gray and military-green – are neatly placed, like many soldiers, in a room with white walls and deep red floors. At the center of the room, there are two comfortable benches used for the clothing exposition, while there are some floodlights which illuminate clothes from the ceiling and some geometric triangular wooden structures. Among the furniture there are some paintings representing various species of flying animals and an old telescope. Humans and nature seem to be recalled everywhere: indeed, it is also possible to find little embalmed animals and bones in shoes department.