Originally a unisex label when starting out in 1995, London-based YMC You Must Create has developed a loyal following no doubt attracted by its easy to wear and gently hip men's clothing. The brand draws its ethos from counter culture and industrial design.

YMC You Must Create: under the influence

This season’s collection from YMC You Must Create looks back to a period in British culture between the late 60s and 80s. A prominent trend from the era was mod fashion, celebrated here in crisp button-ups, zip-up jackets and a bevy of other designs featuring clean lines and muted hues. Try matching one of these pieces with desert boots (and a pastel Vespa) to complete the look. The Breton stripe has made a comeback this season. Style one of fashion's most enduring styles with linen trousers and add a crew-neck long-sleeve top from YMC for those less-balmy evenings on the French Riviera.

YMC You Must Create: eminently wearable

This collection from YMC You Must Create proves that versatile, go-to pieces don’t have to be basic. Everyday tees are given an individualist touch with details like geometric stitching and front pockets in contrasting material. A minimal aesthetic is prevalent here, with simple mandarin collars across this collection from YMC You Must Create, as well as turn-down collars that are slim and lie flat. Staples like slim-leg cotton chino shorts are typically unassuming, while block-colour sweatshirts are a comfortable fit. Military-inspired and nautical tones define this easy-on-the-eye collection. Try matching a top in a fresh hue with mid-blue denim for a summery look and throw on a leather jacket for a touch of hard-edged punk rock.

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