The YMC (You Must Create) brand was formed in London in 1995 by Fraser Moss and Jimmy Collins, in response to the increasing demand for stylish, functional and modern clothing.  The philosophy that inspires YMC’s unique clothing range is that “you must create your own design style” – a moto which Stylenerds wholeheartedly agrees with!

Unlike many other clothing designers, YMC are not overly influenced by seasonal trends, but instead their collections gradually develop from season to season, providing an intelligent solution of clothing that is both wearable and distinctive, with its modernist approach to style.

The YMC AW10 collection has a strong traditional European feel, with elements of the hunter, the fisher, the mariner, the artisan and the peasant.  Strong shapes feature in the collection, with the shawl collared pea coat, Edwardian tailored jacket and pocketed fishing jacket.

The AW10 collection includes a spectrum of dark colours: black, navy and marl grey, which are lifted with red, pink and off-white highlights.  The collection features modern takes on the classic Guernsey, Aaron and Fairisle knits, making use of heavy cords, coated and waxed wools, bonded cotton and herringbone canvas.

YMC make use of different textures and layering with chunky fairisle knits, shawl collared cardigans and textured patterned shirts.  The ever-popular flannel striped shirt makes an appearance, in addition to the linen cotton ticking stripe shirt and pink chambray shirt.  The jersey range includes the use of the feeder stripe, blanket striped fleece and indigo cotton.

To see more from YMC, head over to their website: www.youmustcreate.com

YMC Shawl Collared Chunky Knit Marl Grey Cardigan

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We thought we’d list a few of the reasons why:

• All men’s T-shirts and vests are 2 for £12, including raw edge tees, classic crews and V-neck tees.
• The new range of chinos are great for getting the nautical look, just add a striped tee and boat shoes.  They are also available in some great colours for this season and start at just £26.
• Following on from the carrot fit trend, the new Arc leg jeans are worn on the waist, taper in at the ankle and hang low on the crotch.  They look great turned up with your favourite trainers for a summer look and are reasonably priced at £44.
• Based in East London ourselves and after spending many a weekend in Brick Lane, we are of course fans of the Latest Trend collection, which takes its inspirations from the East London and Scandinavian Urban Folk music scene.  It includes brushed flannel checks worn alongside fine vintage knits, fairisle jumpers and slim fit chinos.  Prices range from £7 for a military button T-shirt, to £80 for a blue denim jersey jacket.
• Topman LTD Equestrian range has a real emphasis on design, detail, fabric and fashion.  It’s definitely all about layering and textures, including quilted, cord, waffle, tweed and wool materials making an appearance.   The look highlights the fashions of the equestrian world, with pleated chinos, grandad T-shirts, quilted cardigans, skinny tweed blazers and leather boots.  Prices start at just £14 for a print vest and range up to £120 for the khaki skinny jacket.
• Topman have teamed up with iconic British designer Oliver Spencer to create an exclusive shoe collection.  The 100% leather Chukka Boots feature the unique red EVA wedge sole design, are priced at just £85 and are available in brown and beige.  They are selling out fast so grabs yours now while they last!

Navy Raw Scoop Stripe T-shirt

Stone Cotton Arc Leg Short

Red and White Stripe T-shirt

Mustard Carrot Fit Chinos

Indigo Denim Carrot Crop

Oliver Spencer Beige Chukka Boots

Horse Print Crew Neck T-Shirt

Navy Quilted Cardigan

Khaki Twin Pleat Chinos

Button Thru Sweat Jacket

Khaki Tweed Skinny Jacket

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Their style personality claims to be bohemian but not carefree, elegant but not traditional, youthful but not young and active but not competitive.  This certainly rings true in their latest collection, which focuses on not only the aesthetics, but also the purpose and functionality of a garment.  Inspired by urban cyclists and city landscapes, the proportions are streamlined, shortened and tailored closer to the body.  Japanese fabrics, aviator inspired hoods, military patchwork, contrasting patterns and pixilated army prints provide urban camouflage, while trousers are cropped or worn rolled up, a look we at Stylenerds have been sporting for a while now.

There are some truly functional pieces in the collection, including the “Dreyden” blazer, which is formed with technical mesh membrane to evaporate moisture, 4-way stretch for movement and a reflective collar.  The colour palette has been inspired by the Scandinavian coastline, with soft and neutral tones of wet sand, fresh white surf and deep marine blues that provide a backdrop for the vibrant oranges and corals.  Contrasted printed silk and cashmere scarves in vintage patterns and brushed suede shoes complete the J.Lindeberg Spring/Summer 2011 look.

If you like what you see, you can find J.Lindeberg stocked in Urban Outfitters, House of Fraser and online at asos.com.

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They’ve just received their first delivery of mastermind JAPAN 2010 Fall/Winter. The overall range looks pretty darned amazing but we’ve showcased our fave bits here for you. The quality of some of these pieces is second to none. Not sure about the velvet fur gilet though.

All are available now in-store at HOSTEM, however their site should be up and functional soon to allow overseas and “where’s Shoreditch?” purchases.
HOSTEM

41-43 Redchurch Street
London
E2 7DJ
England

Photography: Hypebeast.com

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Now, for those of you slightly more macho men out there who want to take care of your nails, without having to hit the nail salon, there is an ingenious new product on the market that gives you some much needed TLC for your working hands; Nails For Males.  No one need ever know you are wearing it, as it’s a secret strengthener with a natural low-shine finish.  The subtle matte finish polish has a silica shield coating that not only helps strengthen nails, but also protects them from everyday wear and tear.

Orly Nails For Males 18ml is available from Cupid & Grace for just £8.75.  If, like us, you’re not quite ready to embrace your metro side by painting your nails, why not check out the other men’s shaving, hair styling, face and body ranges they have to offer.  We couldn’t resist the Woody’s Meat & Potatoes Hair & Body Shampoo Bar (£5.99) it made us feel like real men!

Visit Cupid & Grace

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If you don’t know, now you know…

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Other lesser known models such as the Zapato (Van’s take on the boat shoe) and the Rata make an appearance. The Rata is available in a natural/ Stone colour which would be a good look on the beach or just for a summer stroll. The final piece to Van’s Summer Collection is the apparel line, which includes a solid range of  board shorts.

The whole collection is available from their store here

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FIFA commissioned Louis Vuitton to create a special order travel case for the 18-carat gold trophy. Handmade by a single master craftsman in Louis Vuitton’s historic Asnières workshop near Paris, the case has been meticulously designed with the company’s iconic monogram canvas,  signature brass lock and corners, and a dark brown lining. The case opens at the front and at the top to allow the Trophy to be removed easily when it will be presented on July 11th at Johannesburg.

‘The FIFA World Cup Trophy is our most precious asset. It’s the most coveted trophy, not only in the world of football but beyond. It succeeds in uniting fans all around the world in a healthy competition for the final prize. A trophy as precious as the FIFA World Cup Trophy deserves a travel case of the same elegance and prestige. From now on, the trophy will not only travel in safety, but it will also travel in style.’

Check out the images below for an in depth look at how the case was crafted.

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Enough talk about my rituals, Wrongwroks are just simply superb! Their designs have really taken off since their iconic Doraebob t-shirt. The brand has also grown at an almost exponential rate over the last year or so with the opening of their Super Bored stores in Vancouver, entering the womenswear market (Super Bored Femme) and  further diversifying their offering by selling: bottoms, backpacks, jackets and hoodies.

To promote their 2010 collection, Wrongwroks have now teamed up with Jessica Cambensy and although she might not be a familiar sight in the States or the UK but she’s quite a big deal in Japan, Hong Kong and Singapore. She has featured in campaigns for Clinique, L’Oreal, Max Factor and Marie Clare to name a few.

Check out the new Wrongwroks collection (including a lovely video featuring Jessica C) below. The complete collection is available from their website.

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Anyway, as part of Supreme’s Spring/Summer collection they’ve released two designs from their sunglasses line, the Locs and the Dekker. My favourite the Locs comes in two colourways: Black & Tortoise, while the Dekker in three: Black, Red & Tortoise. Both designs are hand crafted in Japan with impact resistant lenses that provide 100% UV protection. The sunglasses are available in Supreme stockists now and through their website priced at $138, check the line-up below.

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