Feature image: Hypebeast
London-based premium menswear brand, YMC have launched the first drop of their SS20 collection. Staying true to their signature style, the collection is augmented with contemporary camouflage prints, muted tones and takes inspiration from 80's post-punk style.
YMC aka You Must Create, take their name from the infamous Raymond Lowry quote, “you must create your own design style.” Drawing upon this, founders Moss and Collins create the foundations of a modern wardrobe using clean cuts, natural hues and contemporary designs.
Often referencing British subcultures in their seasonal collections, YMC's SS20 drop takes a leaf or two out of the post-punk style of the early ’80s. Army surplus, utilitarian and military looks are accented with clashing tartan prints, dusty pinks and oranges. The collection is identifiable at YMC's through their signature relaxed cuts and soft silhouettes - making for a very, very wearable ‘off-duty’ look. The lookbook, shot by Esther Theaker, allows for the full expression of each piece with warm lighting and soft- focus blurring.
Shop the new SS20 collection below.
YMC, JJ Rugby Stripe Shirt, Ecru & Green
YMC, Curtis Peregrine Stripe Shirt, Navy & Ecru
YMC, Malick Seersucker Shirt, Green Camo Print
YMC, Malick Linen Shirt, Ecru