Who are YMC and why did we collaborate with them?18. 09. 2020
Established in London in 1995, YMC’s blueprint to create understated, timeless designs has been the foundation of the label’s success for over two decades. With three stand-alone London stores and a further store in Seoul, South Korea, YMC has gathered a dedicated following. With a title borrowed from one of industrial pioneer Raymond Lowry’s infamous quotes: “you must create your own design style”, it’s this call to arms that has strongly influenced the YMC ethos. Inspired by designer Fraser Moss’s love and knowledge of subversive music and arts, vintage militaria and work-wear, and a post punk attitude, YMC clothes are identified by a keen eye to detail, an emphasis on texture, colour and print and a strong creative spirit. Directional but highly wearable, these are pieces to stand the test of time.
Paul Batista, Sales Director of Yogi Footwear said: “The YMC collaboration for AW20 came about because both Yogi and YMC both launched in the 90s so with two like-minded and iconic brands who share aesthetic and product values and reference the popular-culture of the 60s, 70s and 90s.”
Fraser Moss, Creative Director of YMC said: "For me Yogi shoes channel the free spirit of the 60s US counter culture. From the streets of Haight to the hills of Laurel Canyon this would have been the choice footwear of the outsider, the flower child, the protestor so turn on, tune in, drop out."
Shop the collection here.