05 may 2016 18:00:00
YMC: timeless clothing
Dive into the history of the London-based brand YMC, perfectly following its philosophy since its foundation
Inspired by famous American industrial designer Raymond Loewy’s phrase “You must create your own style”, YMC have followed the principle for twenty years in a row. All this time the brand was aiming to create its own style while developing it steadily, which made YMC one of the most influential brands in Britain. How did that happen?
Second chance to win
In the late 90s, YMC were almost labeled as another niche brand unable to skyrocket along of lack of required skills. Fortunately, French Connection, the magnate of British mass-market, paid their attention to the brand and invested the amount that allowed YMC to get to the feet and keep spreading their vision, which was quite uncommon for the cruel world of fashion. Now, YMC own two stores along with departments in respected boutiques, and take deliveries to numerous online retailers worldwide.
Sources of inspiration
Progressive rock of 70s, minimalism of 90s, Japanese workmen clothes – similar eclecticism lies at the heart of the unique style that YMC strain after. For instance, the furnishing of the store in Hanbury Street in London is inspired by the postwar aesthetics of 20s and 30s with the real artificial limbs of the age used as mannequins for shoes and accessories, while the interior of another store is decorated in Victorian style with vintage furniture and stuffed animals of fantastic forms.
According to YMC, the secret behind creation of a garment that will not lose its value within several seasons is to take a traditional concept and revise it adding a bit of modernity. Fraser Moss, one of the co-founders, would rather see his customer as a person seeking to create his individual style where YMC clothes have their destination, other than a trendy keeping up with the fashion without thinking.
You can always pick a garment by YMC up to your style at our store in Petrovsky Boulevard.
YMCMen's Sweatshirt Shadow Logo Grey
YMCMen's Shirt Poplin BD Blue
YMCMen's T-Shirt Fro Girl White
YMCWomen's Denim Jacket Japanese Denim Indigo
YMCWomen's Dress Lightweight Oxford Blue
YMCWomen's Trousers Linen Peg Navy