YouMustCreate was founded in London in 1995 by Fraser Moss and Jimmy Collins, who developed this British unisex fashion brand to create timeless clothing.

The brand has built a loyal customer base, with stores in London’s Soho and Shoreditch neighborhoods, as well as numerous stockists worldwide.

Following the passing of Creative Director Fraser Moss in 2023, Jimmy Collins took on the significant task of finding someone capable of filling this role and began reflecting on the brand’s current position and how it could evolve in the future. Sage Toda-Nation was announced as the new Creative Director, launching their first collection for the SS25 season, marking a new chapter for YMC.

“Our team, wanting to celebrate the brand’s original mission, YouMustCreate, felt it was important to begin this new era by returning to true independence. This is a celebration of the brilliant people who make up the company, bringing their passion and energy to make YMC more relevant than ever.”