YMC: Defining British Style Since the ’90s, Now with a Fresh Twist
YMC, the iconic British brand that has been a staple in our wardrobes since the early ’90s, is embarking on a new chapter. The brand has appointed Sage Toda-Nation, founder of Sage Nation, as its new Creative Director. Toda-Nation’s first collection for YMC, for Spring/Summer 2025, pays homage to the brand’s iconic design moments while infusing a retro edge.
The collection features sleek and modern silhouettes, with a nod to YMC’s debut line from 1996. Toda-Nation’s designs bring a fresh perspective to the brand, while still staying true to its roots. The collection includes unisex items inspired by Fraser Moss’ original YMC, such as photographic tees, ’90s-style denim, and reimagined outerwear. It’s a perfect blend of past and future, resulting in a strong and stylish present.
Toda-Nation’s debut collection also includes collaborations with other British brands, such as handmade derby shoes by Grenson, technical suede mules by Merrell, and summer-ready frames by Cubitts.
Exclusive Interview with Sage Toda-Nation, YMC’s New Creative Director
We sat down with Sage Toda-Nation to learn more about his new role as YMC’s Creative Director. Read on to discover the full interview.
What Drew You to YMC?
“YMC is a brand that has been a part of many people’s lives and memories. It has evolved over the years, but still maintains its authenticity. I believe it’s a brand that people can rely on and that continues to define British style in a subtle way. The brand is built on strong relationships and timeless design, while still staying current. I’m drawn to the energy surrounding it. YMC is like a family, and it continues to operate that way, which is refreshing in today’s fashion landscape.”
What New Elements Will You Bring as Creative Director?
“I aim to refine and enhance what YMC already does, while also incorporating my own perspective. I have my own approach and vision, and we are focusing on pattern-making and fabrications to create pieces that bring joy and can be worn every day. YMC has always been a democratic brand, and I want to continue that. The beauty of the brand is that it appeals to people of all ages and backgrounds.”
Take Us Through Your Creative Process for Your First Collection
“My first collection for YMC was inspired by the brand’s beginnings in the ’90s, which had a unique spirit. The clothes were minimalistic and had a technical edge, which is very relevant today. YMC had a post-punk vibe that I am drawn to, and I believe it’s something that is uniquely London and has been lost. Many of the references that Fraser looked at are also things that inspire me. YMC has always had a DIY attitude, which resonates with me.”
How Will You Continue to Build on YMC’s Legacy?
“I will continue the brand’s story, looking to the past to move forward into the future.”
What Can We Expect from You and YMC in the Future?
“We have many exciting things in store for the rest of the year, including new collaborations and collections that stay true to YMC’s ethos of timeless design and effortless style. Stay tuned!”
