Yogi Footwear x YMC Collaboration

The brands are fusing together for an exciting new collaboration. Launching on the 17th of September. The concept behind the collaboration is a celebration of the brands that were both founded in the 90s - a pivotal point for British popular culture. With a shared love of product and the driving forces behind fashion - design, music and the arts - both brands have been connected to contemporary British style and culture since their inception.


Farah X YMC

To celebrate it’s 100-year anniversary, Farah wanted to do something special by paying homage to its roots, and taking a closer look at what Farah represents to the people who have worn and have enjoyed it over the years. One of those people happened to be YMC co-founder Fraser Moss who has spoken in the past about his experience with the brand. Both brands draw inspiration from subculture; whether it be within music or fashion, and it was out of this dedication to recognising these groups that this collaboration was realised.


YMC Menswear Is Arriving This Week

  London based label YMC (AKA You Must Create) is set to return to Stuarts London this week joining our brand roster for SS18. Providing innovative, yet timeless, style the brand has been a longtime favourite within our following and has become the turn to over the past two decades for those who enjoy quality and function in every stitch.  Renowned for easy-to-wear pieces that form the building blocks of the modern wardrobe YMC is easily identified by a keen eye to detail putting an emphasis on texture, colour and print as... Read More

YMC: Beatnik Movement of the 50s

YMC A/W 2012 “Favoured designers are those anonymous souls behind the functional clothing of the factory worker, the soldier, and the outdoorsman” A great British brand with a refined aesthetic, that’s YMC and shows in the  Autumn/Winter 2012 lookbook. The collection takes inspiration from the beatnik movement of the 50s and mixes it with their signature boxy fits, collegiate colours and mad patterns. Favoured designers are those anonymous souls behind the functional clothing of the factory worker, the soldier, and the outdoorsman They have continued to deliver well crafted garments... Read More

YMC: Takes us Back to England

YMC: Summer 12 YMC is not only a clever abbreviation for ‘You Must Create’ but the name of a highly established London based clothing company. The collaboration of Fraser Moss and Jimmy Collins saw the launch of a promising new fashion label back in 1995. The core value of their company is to design timeless functional pieces avoiding the need to conform to current trends or whims. To succeed, they look to work wear and British military attire for inspiration. In particular, the precise and crisp function of the uniform... Read More

Not Just for Christmas: A True Fairisle Is a Serious Piece of Craftsmanship

Fair Isle knits are a simple and easy way to inject some colour and warmth into any winter wardrobe. Once the unwanted Christmas present the Fairisle jumper is now officially the on-trend statement knit of winter 2011/12. The Fairisle design has also been picked up by the mid to higher end designers, who – as with the high street stores – have experimented with colours, designs and base items to create a cleaner cut, more wearable item.  The generic technique however, has expanded, creating more patterns and allowing greater flexibility... Read More