Founded on the principle of designing both wearable and distinctive clothing collections with a modernist approach, London-based You Must Create has quietly grown to become a significant design label. In line with the ethos of American industrial designer Raymond Loewy who reasoned; "you must create your own design style" and echoing their desire to constantly develop from season to season, YMC launches it's new state-of-the-art website and online store, (youmustcreate.com).

Inspired by H G Well's science-fiction novella, The Invisible Man, and as a reaction against the celebrity of "the model", the website centers around the shoppers ability to click and drag pieces from the collection, dressing a moving yet invisible model and creating their very own YMC style.

In stark contrast to other on-line stores this provides an accurate picture of the way that clothing shapes and moves on the body. With the absence of a visible model the clothes speak for themselves and really do "maketh the man".

Designed in collaboration with Camber design, an agency that shares YMC's creative, detailed and progressive approach, the idea was to create a web-site that did not simply provide a selling platform but one that offered a unique YMC experience. Through the use of hybrid flash technology and interactive video elements the result is both stylish and functional, delivering a sophisticated way to shop on-line.

Fully loaded with a selection of YMC clothing and accessories for winter 2007/08, there are also seasonal web-specials, exclusive styles and colour-ways only available at the web-site, on offer.