You Must Create

YMC was started by Fraser Moss in 1995, but not as part of the minimalist high end fashion wave that the mid-Nineties surfed on, but as an extension of another massive clothing trend at the time; functional and practical work wear and everyday staple pieces. It's an aesthetic and tradition and that Moss and his label has lived by ever since. Like any fifteen year-old brand, YMC has travelled up and down in the hit lists of fashion, but Moss is today firmly on trend and in sync with what a big chunk of consumers are looking for.

YMC's take on classic pieces - well-designed and qualitative clothes for an active yet urban customer - has stuck a chord with fashion media, buyers and punters alike. Proof of this is the newly opened Spitalfields store in East London, their second one in the capital. We spoke to Fraser about the choice of location and the design DNA of his brand,

Dazed Digital: What's the design USP of YMC?
Fraser Moss: We make wearable men's and womenswear with a twist!

DD: How would you describe the brand?
Fraser Moss: Effortless modern classics which fit seamlessly into your wardrobe.

DD: What's the inspiration behind the SS11 collection?
Fraser Moss: A new take on the British obsession for camping and hiking...

DD: How come you chose Spitalfields for the next YMC Store?
Fraser Moss: It's where we started 15 years ago so it made sense to return to the place of our birth.

DD: It means You Must Create - please explain....
Fraser Moss: I was inspired by a quote by Raymond Loewy - the pioneer of American Industrial Design who said ' You must create your own design-style' which I felt fitted our concept of designing clothes that were not trend led and encourage people to embrace their own style of dressing.

DD: The store is 'Victorian' on its interior design - what's the connection there for YMC?
Fraser Moss: I've always loved the macabre and this is reflected in elements of the shop. I felt strongly about not having a generic mid century shopfit, I wanted to have more of a British and less of a Scandinavian feel and something a little more eclectic.

DD: What's next for you and the brand?
Fraser Moss: We'd like to establish our two London stores first but perhaps open a retail space abroad in the future...