Photography Simon Phipps and Francesco Foroni at simonphippsphotography.com, Styling and words Minna Attala, Grooming Mary-Jane Gotidoc, Model Chuck @Premier
Founded in 1995 by Fraser Moss and Jimmy Collins, YMC (You Must Create) has built a loyal following based on their understated modernist designs, carefully considered fabrics and hidden details.
For Spring Summer 2014 YMC are carrying through their signature minimalist tailoring and relaxed silhouettes. This season sees a combination of playful prints and colours such as animal print, oversized spots and brush strokes in shades of lilac, bold red and deep indigo punctuating the otherwise masculine aesthetic to the collection.
In this editorial, we at Hedonist show our appreciation for the menswear side of this growing British brand through a cross section of the Spring Summer 2014 collection.
Clothing and footwear throughout by YMC.
