YMC has linked up with graphic artist Pref for a capsule collection that celebrates friendship, independent creativity and the city of London. Looking back at what the the brand has achieved, they felt it a good time to revitalise their work by introducing an outside energy.
While the collection itself isn’t entirely different to what we’ve come to expect of the YMC, we are introduced to the brand’s new modernised logo. Based on its ethos of being timeless, modern, building blocks of wardrobe and standing the test of time, it appears on each piece in this new capsule.
Comprising T-shirts, coach jackets, hoodies, shorts, bucket hats and more, each piece has been captured in a lookbook shot on a host of young Londoners who themselves embody the independent spirit that’s been at the core of YMC for the last two decades.