London based fashion label You Must Create offers a decent collection for Spring/Summer 07. The collection is nice, but fails to catch my attention. There’s nothing remarkable about the cuts. The cardigans look like they’re 100% cotton (no doubt absurdly priced somewhere around $150). The photography is lacking, the presentation is poor, and the models are annoying. Not to mention, their website is a headache. I’ve seen a few of their items in person and all I can recall is average dress shirts priced at $200.
Their sudden reappearance on the market may be explained by their acquisition by French Connection.
When asked how he saw the future of design graphic artist Raymond Loewy, pioneer of American Industrial Design reasoned that “you must create your own design style” it is this philosohpy that inspires YMC.
Clean and crisp shirting with detachable collars, concealed buttonholes and iconic folded handkerchief details enhance the look. Heavy jerseywear pieces have a vintage tracksuit feel while the lighterweight t-shirts are cut slim for a sleek sporty silhouette. The colour palette is subdued - navy, black olive, gunmetal & vapour grey.
The rest of the Spring/Summer 07 YMC collection is presented after the cut.
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