YMC creates Design Forum collection for River Island
today May 11, 2016
YMC, the British fashion brand that creates functional, modern men's clothes, turns 20 this year and is celebrating the anniversary together with fast fashion brand River Island.
YMC has created a Design Forum collection exclusively for River Island, which embraces its aesthetic of timeless, pared-down casualwear, accessories and outerwear. The line launches in early June and contains 15 pieces, including YMC favourites like the a/w03 Sabbath knit and the s/s13 slit pocket T-shirt.
"We had never worked with a high street brand before, but when the opportunity came to work with River Island we were confident it would be the right move. Our loyal following and heritage, combined with River Island’s global audience made for the perfect partnership,” says Fraser Moss, Creative Director and Founder at YMC.
“When it came to designing the collection - we wanted to not only ensure that the River Island man was always front of mind, but also to create a collection that was true to the YMC DNA. River Island not only allowed us the creative freedom to do so, which we felt was very important, but also offered their expertise to bring a
new point of view.”
The collection will retail from £22-£160, and a short film will premiere at London Collections: Men to celebrate the launch.
Previous Designer Forum designers include Lou Dalton, Christopher Shannon and Baartmas & Siegel. YMC recently teamed up with iconic fashion designer Katherine Hamnett, who created a new collection built around slogan T-shirts for the label.
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