PAINTER TROUSER - BLACK
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PAINTER TROUSER - BLACK
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Founded 1995
Origin London, England
Founder(s) Fraser Moss and Jimmy Collins
Why Aura selected it
YMC, short for You Must Create, is a British ready-to-wear label founded in London in 1995 by Fraser Moss and Jimmy Collins.
The name comes from a quote by the industrial designer Raymond Loewy: "You must create your own design style".
From the outset, the two founders built a pared-back, functional wardrobe for men and women, made to last and inspired by workwear, military uniforms and music subcultures, from post-punk to DIY. The collections favour natural fibres (linen, cotton, wool) and washed tones that age well over time.
Following Fraser Moss's passing in 2023, Sage Toda-Nation took over creative direction in 2024, reconnecting with the brand's founding spirit. More than 30 years of a timeless wardrobe between workwear and contemporary culture. Available in Rennes at Aura Store and on our online shop.
You Must Create (YMC)
You Must Create (YMC)
You Must Create (YMC)

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