Casuals, Mods, Rude Boys… The streets of 70s London have always been home to iconic style battles. With each of these cliques claiming their own autonomous culture (be it music or style-related), it is fundamental to underline their individuality. While Mod fashion was thoroughly documented for its neo chic aesthetic, the style of Rude Boys has remained more confidential over the years. Mixing Jamaican colors with the traditional London attire, the Rude allure focuses on permanent contrast within top-to-bottom looks. This unexpected mix has given birth to a contemporary silhouette that addresses the aspirations of a whole generation : to claim classical attire as one’s own by twisting its original function, and doing so, breathing new life into old clothes and traditions. A as big fan of London’s underground culture, Fraser Moss, founder of YMC, has teamed up with century-old brand Farah to infuse part of their collections with a Rude Boys twist. Red, gold and green appear on all-denim silhouettes giving to the collection a very singular feel. It’s Rude, and it’s good!