YMC

you must create. london label YMC is killing it right now with the launch of its s/s '11 collection. sensible; yet wearable,  modernistic & distinctive. their philosophy centres around not following season trends/styles - but creating their own in line with their ethos. well it would seem that the current styles (see below) as created by founders fraser moss & jimmy collins are very befitting for spring/summer - unintentionally in keeping with the seasonal trend - preppy, with their own distinctive twists of socks and sandals and revolutionary deck shoe designs.

s/s '11 lookbook

one of my favourite labels of the minute. i will be visiting their london store next weekend.

JACques.