Retail | YMC Soho Shop

Staying true to their design philosophy of “you must create your own design style”, brit label YMC has opened their new London shop in Soho, using an eclectic mix of design references. This is reflected throughout the whole space, starting with the clean and minimal black shop front featuring a neon YMC signage also within the 500 square foot of shop floor, where striking pieces such as a two headed crow, bats and rattle snake skeletons sit alongside vintage furniture and old school gym fittings, which tie in the unexpected and macabre with humor.

The store is home for all of YMC’s new AW09 collections for men and women which takes inspiration from the harsh but simpler times of early 20th century, when clothes were basic, classic, and made to last.

More images of the store and the A/W 09 collection after the jump