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Minimalist fittings used within the YMC Store in Soho, London Minimalist fittings used within the YMC Store in Soho, London

News Retail

YMC Store opens flagship store in London's Soho

Freitag, Nov. 19, 2010, 14:34 / London, United Kingdom

Nestled in the heart of London’s Soho district, British label YMC (You Must Create) opened its flagship store in July last year to coincide with the release of their AW2009/10 collection.

The label specialises in functional basics that incorporate the best of contemporary classic design, and was launched in 1995 by founders Fraser Moss and Jimmy Collins. The namesake and philosophy of the brand is inspired by graphic artist Raymond Loewy’s adage that “you must create your own design style”. Each collection thus eschews developing trends, with YMC designers preferring instead to focus on enduring modern lines.

YMC lines include an established menswear range, a recently relaunched womenswear line, footwear, accessories, and even a small selection of vintage. The eclectic mix supports the brand philosophy, which encourages consumers to combine the brand’s modern basics with one-off pieces.

The exterior window display beckons pedestrians inwards, with garments framed amid a minimalist black glossy shopfront, red neon light neatly illuminating the label’s name above a neighbouring door. This red accent is echoed inside, the concrete floors bathed in deep red paint. Littered with vintage curios including rattlesnake skeletons, old school gym fittings and a two-headed crow, the shop’s interior is comprised of distinct design elements, with references ranging from contemporary modernism to Victorian classicism.

With a wholesale showroom located underneath the shop, co-founder Collins can purportedly be found on-site from time to time. Service is on par with the price range, pitched at higher-end consumers frequenting the central London location. And in an area where numerous boutiques compete for customer cash, it’s this combination of distinctive visual merchandising and attentive service that coaxes both brand loyalists and new customers into the flagship store.

For press enquiries contact enquiries(at) or call +44 0 20 7940 7394.

YMC Store
11 Poland Street
London, W1F 8QA
United Kingdom
Tel: +44 0 20 7494 1619
Email: info(at)

Melisa Gray-Ward | TribaSpace

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Produkt-Gruppen: Sales, Denim, Ready-to-Wear, Footwear, Casual Wear, Buying, Streetwear
Märkte: Men's, Women's

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