YMC FW24 Takes an Elevated Lens to Western Prep

After looking to California's pre-hippie movement for last year's cold-weather range, London-based fashion brand YMC has shifted its counter-cultural focus to classic prep, subversive formals, and Western design tropes for Fall/Winter 2024.

Among this season's standouts, the Brainticket Jacket prioritizes warmth with a thick construction, big buttons and a shearling collar, while the Buck Jacket goes full leather, mixing classic biker-style tropes with Western fringe details across its facade. The Billy Bob Shirt, meanwhile, leans into cowboy territory with smile mock chest pockets on a long-sleeve denim build, and the Rat Pack Cardigan, composed of a merino wool blend, is ideal for city-dwellers.

Down the line, cozy jumpers become statements with undertone-inspired patterns and luxe textural finishes, while multi-colored overshirts and button-downs similarly demand attention. Sweatshirts, with clashing textiles separated by a curvaceous line across the chest, earn the "Fauss Western" title, and sturdy shearling suede gilets play into the line's outdoorsy energy.

Trousers include the Babe Ruth model, which features a wide-legged finish, as well as the Painter bottoms, which employ a utilitarian design with large pockets and side straps. The Creole Peg pants go even wider than the Babe Ruth version, while the Earth Bez jeans offer more structure in their composition.

See YMC's Fall/Winter 2024 collection in the campaign, shot by Maxwell Tomlinson, above.

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YMC FW24 Takes an Elevated Lens to Western Prep

YMC FW24 Takes an Elevated Lens to Western Prep

YMC FW24 Takes an Elevated Lens to Western Prep

YMC FW24 Takes an Elevated Lens to Western Prep

YMC FW24 Takes an Elevated Lens to Western Prep