The flagship of the London label that made us go weak at the wallets for impeccably designed staples. YMC (You Must Create) is the place to head for simple vest top, stylish macs and duffle coats, tasteful knits and on-trend chino-style trousers for women, and a larger range of casual jackets, shirts and T-shirts in pleasing tones, chinos, nicely fitting jeans, shorts and shoes for men and women. And the brand has now also gone back to basics, finally taking heed of the whole diffusion line trend by launching a collection of budget menswear.
Unlike some flog-it-cheap endeavours, however, this one’s totally worth the hype. There are raglan shirts, Oxford stripe shorts, and – the most expensive item – a waxed cotton mac, a snip at £117. With not an ounce of fit or detail compromised throughout the collection, it’s a rare chance to nab something designer at high-street prices.
YMC is number 84 in our list of the 100 best shops in London.