Jimmy of YMC - The Standard Store

Jimmy of YMC

Meet our good friend Jimmy Collins and 1/2 of the label YMC.

Let’s get the main ones out of the way...


Who are you, where do you live and what do you do?

Jimmy Collins. Harlesden. North West London. CEO YMC


 What makes a Londoner?

As a Londoner I love my city and belong to it. Today it’s being part of this mix of modernity, migrants and money, at the forefront of globalisation with opportunity and risk.


What is the favorite thing in your wardrobe right now? 

Kapital fleece from my recent visit to Japan & my Lewis Leather motorbike jacket.


Are you a morning person or a night owl?

 Up at 6am, in the office by 7.30am. I love the early morning & crash out early.


What advice would you give your 16-year-old self? 

Love yourself. Focus and prioritise, commit to your work, make yourself indispensable, play hard and always wake up with a smile.


Name your style muse

My wife Selene.


Before I die, I’ll buy....   before I die there is nothing I need to buy, just give.


Where’s a favorite place you’ve travelled recently and why? 

Lazy beach. Krong Preah Sihanoul. Cambodia.


How do you approach fashion and getting dressed? 

I don’t get hung up on what I wear, its usually jeans & a white t shirt.


Sneaker, runner or trainer? 

Victory Sportswear running sneakers. 


What or where would be your last meal on earth? 

Sushi Hachi in Tokyo. 


What’s your poison? 

Mushroom chocolate & Enmascarado 54Mezcal.


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