You Must Create, as in you must create your own design style. YMC is a London brand started by Fraser Moss and Jimmy Collins, and their philosophy is functional, smart and distinctive pieces that become more personal over time. What that means is simply, everything is easy to wear, you'll wear it a lot, and it will last because it's not disposable. Fans of brands like A.P.C. will appreciate YMC's approach and aesthetic. Moss and Collins hit on some key trends for the season, from nautical separates, fitted plaid shirts and printed tees to stylishly functional shoes for guys. We want them all!