## You Must Create x Lavenham

YMC was founded by Jimmy Collins and Fraser Moss back in 1995. The brand takes its name from a quote by industrial designer Raymond Loewy; ‘You must create your own design style’.

## Origins of YMC

The brand creates men’s and women’s clothing that reference traditional workwear and military uniforms along with an array of subcultures, music and the arts. With a strong focus on materials, fits and longevity, YMC creates functional garments, managing to be directional and wearable at the same time.

## Quilting Experts

The brand often collaborates with other brands, utilising the expertise of others to bring the vision to life in the best possible way to make the best possible product. As experts in quilting Lavenham were in many ways the obvious choice for quilted outerwear. Each piece is made in our Suffolk factory by artisans with years and years of experience producing quilted outerwear.

## YMC X Lavenham - The Jackets

For the collaboration we have created two jackets, a man’s silhouette and a woman’s silhouette. The men’s silhouette is strongly inspired by vintage military bomber jackets, with a ribbed collar, cuffs and waistband. The piece is quilted in a military pattern and features two large front pockets as well as an inside chest pocket.

The women’s YMC X Lavenham jacket is quilted in a military pattern and features a collared neckline and waistband that can be adjusted to suit the wearer using a drawcord. With two large welt pockets, an inner jacket and covered zip fastening.

Both jackets feature an orange lining fabric and are quilted with lightweight yet supremely warm wadding.

## Tokyo Campaign Imagery

The campaign images were shot in Tokyo by Sage Toda-Nation, YMC’s creative director who is half Japanese and half ENglish. The concept was to take the pieces out of their traditional setting and bring a unique cultural perspective to the imagery.

The collaboration is available online now.