Sage Toda-Nation Takes the Reigns at YMC
“We are focusing heavily on pattern-making and fabrications to try and create something that sparks joy, but can also become part of anyone’s everyday wardrobe.”
YMC worked to define British style in the early ’90s, continuing to pack our wardrobes with elevated classics today. The brand is entering a new chapter, appointing Sage Nation founder Sage Toda-Nation as its new Creative Director.
Toda-Nation has designed his first collection for YMC, celebrating the brand’s iconic design moments for Spring/Summer 2025. Nodding to YMC’s debut line from 1996, the designer brings fresh silhouettes to life with a retro edge. The collection is doused in sleek proportions, found across several unisex items inspired by Fraser Moss’ original YMC.
From phootographic tees to ’90s-style denim and reimagined outerwear, Toda-Nation’s first collection for the brand blends past and future for a strong present. His debut is rounded out by several British collaborations, including handmade derby shoes by Grenson, technical suede mules by Merrell, and summer-ready frames by Cubitts.
We sat down with Sage Toda-Nation to learn more about his new role as YMC’s Creative Director. Read on to discover the full interview.
What most attracted you to YMC as a brand?
“YMC is a brand that has played a part in many people’s lives and memories. The brand has evolved over the years, but still maintains its authenticity. I think it’s a brand that people can rely on and that continues to define how people dress in a silent way. The brand is built around long-standing relationships and good design that has stood the test of time, whilst keeping its contemporary edge. I’m drawn to the energy around it. The brand is like a family and continues to move like that, which is refreshing in this current landscape.”
What new elements would you like to bring to the table as Creative Director?
“I strive to continue to refine what YMC does and offer my viewpoint on what we do. I, of course, have my viewpoint and approach to things. We are focusing heavily on pattern-making and fabrications to try and create something that sparks joy, but can also become part of anyone’s everyday wardrobe. YMC has always been a very democratic brand and that’s something I strive to continue to do. The beauty of the brand is that it appeals to people from all different walks of life and age groups.”
Describe the creative process behind your first collection for YMC.
“The first collection started with me looking into the beginnings of the brand during the ’90s, which had a unique spirit to it. The clothes were stripped back and had a more technical approach, which is super relevant now. YMC had a post-punk feel that I am drawn to, and I feel it’s something unique to London that has been lost. A lot of the reference points Fraser looked at were also things that I’m inspired by; YMC has always maintained a DIY attitude that I resonate with.”
How are you building on YMC’s existing legacy?
“Continuing the story, looking to the past to move to the future.”
What can we expect from you during the rest of the year with YMC?
“We have many exciting things coming, including collaborations with other brands that we admire and want to create great products with, and projects with other creators we have yet to bring to life. We are also evolving the brand from all aspects, looking at our partners whom we sell to, as well as our own stores. We continue to show four collections a year and small capsule projects when we have something specific to say.”
