YMC co-founder reacquires brand from French Connection

The co-founder of YMC – also known as You Must Create – has taken over the majority share of the British fashion brand from French Connection, re-establishing himself as the main shareholder.

Jimmy Collins, who also serves as CEO of YMC, co-founded the brand with the late Fraser Moss in 1995 and established it as a unisex clothing provider. In 2004 the label was saved from financial difficulties when French Connection stepped in with an investment.

The recent ownership transfer, documented in filings with the UK’s Companies House, brings YMC back to its independent roots, according to Collins. He told WWD at the announcement that the brand would be charting a new course under the leadership of Sage Toda-Nation.

Toda-Nation took on the role of creative director earlier this year, replacing Moss, and has since worked closely with Collins to reposition YMC through new designs. These draw on the brand’s archive, and a new collection is scheduled to launch in the spring/summer 2025 season.

Collins explained that a move toward a more minimalist and gender-neutral aesthetic is to be expected. Prices are also expected to rise by about 15 percent to reflect changes in fabrics, manufacturing and product development. A continued collaboration is also on the cards, with new collections in collaboration with Lavenham, George Cox and Cubbitts, as well as a new partnership with footwear brand Merrell, all set to release next year.

YMC will continue to operate as a multichannel brand and plans to expand its presence through additional brick-and-mortar stores. The brand currently operates two locations in London. At the same time, online business is to be increased to around 70 percent of total sales. In addition, support for partners in the three most important markets – Great Britain, the USA and South Korea – will be intensified.