SHOPenauer Stores. Shopping in London: You Must Create.

You Must Create is a fashion store which was born in London from the collaboration between Fraser Moss e Jimmy Collins. The name of the store comes from the declaration of Raymond Lowry, an industrial pioneer, who said: “You must create your own design style”.

Today, You Must Create is famous all around the world and has launched its own collection for men and women: an enormous success coming from the mix of original fabrics and prints with modern and contemporary footwear and accessories.

Fraser Moss, one of the founers, designed the YMC collection and created innovative clothing, real artworks which impart his love and knowledge for music and subversive arts, for the military world and for workwear, for post-punk mentality.

This love for military world but also for creativity can be found into the interior design of the store. In London there are two stores, in Poland Street e in Hanbury Street: both are characterized by the military rigidity and composure and by contemporary colors and creativity.

The white walls contrast with the bordeaux color of floors. Inside the store, clothes are neatly placed, like many soldiers and sometimes furnishings recall the typical style of the world war years. There are also some geometric triangular wooden structures appearing from the ceiling and paintings or sculptures recalling the nature and the human being: these elements give the store a modern and relaxed touch.

If you need more information, visit the SHOPnauer page or the You Must Create officia website.