YMC has long been one of our favorite brands; its traditional English values and relaxed feeling give it a very wearable appeal, great fabrics dont hurt either. So we are often caught browsing their online shop for a new raglan sleeve cardigan or a flap front dress for Ms 125. But as part of our meticulous research into retail design (ahead of our pop-up shop opening) we visitied a range of key brands to see how the professionals do it and YMC came out as one of the clear favorites.
If you havent already seen the place its like a step back in time - white washed purity, bespoke carpentry, rope suspended laundry lines and butterfly collections with beautiful pieces of clothing placed carefully around. We've had a sneak peak at the A/W collection and it combines elements of the hunter and the fisherman in its modern variations of the Guernsey, Aaron and Fairisle knits with a mix of heavy cords, coated and waxed wools, bonded cotton and herringbone canvas. The womens collection includes deco inspired prints on silks and cotton sheeting worked into dresses and blouses.
All great stuff. Visit the online store at www.youmustcreate.com and the physical store at 11 Poland Street, London, W1.