YouMustCreate

YouMustCreate was founded in London in 1995 by Fraser Moss and Jimmy Collins, who developed this British unisex fashion brand with the aim of creating timeless clothing. The brand has built a loyal customer base, with stores in London’s Soho and Shoreditch districts, as well as numerous stockists around the world. Following the passing of creative director Fraser Moss in 2023, Jimmy Collins took on the important task of finding someone capable of stepping into the role, while also reflecting on the brand’s current position and future direction. Sage Toda-Nation has been announced as the new creative director and will debut their first collection for the Spring/Summer 2025 season, marking a new chapter for YMC. “Our team, wanting to celebrate the brand’s original mission, YouMustCreate, felt it was essential to begin this new era by returning to true independence. It’s a celebration of the talented individuals who make up the company, bringing their passion and energy to make YMC more relevant than ever.”