The ownership structure is about to change again for YMC. Co-founder Jimmy Collins has acquired a majority share from French Connection, reinstating his position as the main shareholder and chief executive of the British fashion brand (also known as You Must Create).

The soon-to-be 30-year-old brand, which was rescued from financial troubles back in 2004 when French Connection stepped in with an investment, sees YMC returning to its independent roots and plotting a new direction, according to reports.

The brand is being repositioned through new designs, overseen by Collins and new creative director Sage Toda-Nation that draw inspiration from the brand’s archive, with a new collection due to launch in spring 25. Also expect new stores in the coming year.

Collins also said expect a move towards a more minimalist and genderless aesthetic with prices set to increase by around 15% to reflect changes in fabric, manufacturing and product development.

There will be a continuation of collaborations through new collections with Lavenham, George Cox and Cubitts, as well as a new partnership with footwear label Merrell, all due in what looks set to be a busy 2025.

YMC will continue to be a multichannel brand, and while planning to expand on its physical store presence from two London-based locations, it’s upping its online focus to around 70% of total revenue. 

The brand will also further its support of partners in its three biggest markets–the UK, the US and South Korea, with plans for new shop-in-shops and pop-ups in Japan and the EU. So watch this space.