True to form You Must Create has continued to merge its key inspiration sources, music and art, into wearable yet directional collections. The Bauhaus movement is the main influence for AW17 collection Traum der Machine, due to its focus on form and function.

You Must Create
You Must Create AW17 Lookbook / photo youmustcreate.com

Read our interview with Fraser Moss, creative director of YMC and discover men and women AW17 collection in our Street Pie Store and online STREETPIE.RU


Why did you decide to create YMC?

In 1995 I had become disillusioned with the fashion scene, it had become stale. The street scene was obsessed with skate & hip hop culture, the mid market was all about logo’s & the high end was elitist (seems nothing’s changed). I wanted to create a label that was ultimately timeless, understated pieces that were more about style than trends.

You Must Create
Fraser Moss / You Must Create creative director / photo youmustcreate.com

Have you changed your concept or you still stick to your core values?

No we still stick to our core values, integrity is important in this business if you want to survive.

«You must create» was a pharese of industrial designer Raymond Loewy. And it was significat for you. Can you explain why? And how this phrase describes your brand?

I have always felt people should think for themselves & not get dictated to by the media. So ‘You Must Create” became our call to arms.

You were working at Vivienne Westwood before YMC. How did it influence your own brand?

The Westwood/Mclaren area was a major influence on me. It’s DIY approach & anti establishment attitude was very appealing to me & like all good British youth culture it’s roots were in music.

YMC store in London
YMC store in London / photo youmustcreate.com

What inspires you? Is creating clothes is more of inspiration or a hard work?

Music, film, art the usual suspects, I’m also a collector of curios, a hoarder of vintage as well as a vinyl junkie, all these things inspire me & make my job fun. I’m a product of my time & discovered fashion through music. This was helped by growing up during the golden age of British youth culture that
Startied in 63 with the Brit invasion & arguably ending in 87 with rave. I’m forever referencing this period & has shaped YMC as a brand.

At firts YMC was only for men. When and why you decided to create a women line? What do you think of women fashion in general?

To be honest we did start with YMC woman’s at the beginning but stopped for a few years & started it up again around 10 years ago. I don’t really follow woman’s fashion & my design approach is the same as for men, style over trend.

YMC AW17 Collection
YMC AW17 Collection / photo Street Pie Store
YMC AW17 Collection
YMC AW17 Collection / photo Street Pie Store
YMC AW17 Collection
YMC AW17 Collection / photo Street Pie Store

Can you describe your typical day?

I wake early do my emails/research. Then at around 7am I walk the dog & then my working day begins which doesn’t end till I go to sleep. Unfortunately I can never switch off , Im always thinking about my job so I sleep with my sketch book next to me in case of inspiration.

YMC AW17 Collection
YMC AW17 Collection / photo Street Pie Store
YMC AW17 Collection
YMC AW17 Collection / photo Street Pie Store
YMC AW17 Collection
YMC AW17 Collection / photo Street Pie Store

Have you ever been to our country? 

Unfortunately I have never been to Russia but would definitely love to visit. However I’m no expert on Russian fashion, though I do know the scene is extremely healthy. What really inspired me about Russia when I was growing up was your art revolution of the early 20th C, in particular Kandinsky & Malevich but also the Futurist movement, these artists & filmmakers seemed so modern for their time.

Present YMC in one phrase.

You Must Create.


YMC AW17 Collection
YMC AW17 Collection / photo Street Pie Store

 

 

You can buy men and women AW17 collections of You Must Create in our store and online STREETPIE.RU