Y.CHROMA TO LAUNCH FIRST-EVER POP-UP RETAIL EXPERIENCE AT ROTHMANS NY

by John Russel Jones May 09, 2024


On Friday, premium menswear brand Y.Chroma will debut its first pop-up shop at Rothmans NY. The brand’s made-in-Europe products will be available in Rothmans through Tuesday, June 25th.

“We’re pleased to partner with Rothmans, a force in the menswear industry, for Y.Chroma’s first in-store pop-up experience,” said Max Israel, Founder and Creative Director of Y.Chroma. “Choosing Rothmans as our venue for our first New York brick-and-mortar presence was an easy choice. They’re iconic, and generations of New York men have trusted them to bring the best of the best.”

Designed with the men of Generation X in mind, Y.Chroma has set its sights on challenging the status quo of how mainstream professional men dress – what Israel refers to as the “forgettability uniform” of the blue blazer or polar fleece vest.

With styles rooted in the skate and surf aesthetic, Y.Chroma has established itself as a brand that looks beyond individual pieces and resonates with individuals undergoing a transformative style journey.

“Y.Chroma will make a great addition to Rothmans’ brand portfolio,” said Ken Giddon, co-owner of Rothmans. “We take pride in discovering rising brands to offer a unique selection for our customers and Y.Chroma fits right into that approach. We’re confident that our customers will be drawn to this new addition, given the style and quality of Y.Chroma’s products.”

Since Y.Chroma’s 2022 launch, the brand has emerged as among the fastest-growing brands in the menswear industry. It is projected to surpass its 2023 sales by 700% by the end of the year. Y.Chroma was also highlighted as one of the eight emerging menswear brands at New York Men’s Day earlier this year.

“I looked around this packed room at our show during New York Fashion Week and realized we have this almost religious following of New York customers. It was fantastic, and I knew we needed to find a way to make Y.Chroma more accessible to them,” said Israel. “The enthusiasm is remarkable, and we are grateful for the significant growth we’ve experienced this year. Introducing an in-store shopping experience will undoubtedly propel our expansion efforts even further.”

Y.Chroma will be available in Rothmans’ Union Square at 222 Park Ave S, New York, NY 10003, from Friday, May 10 to Tuesday, June 25. Store hours are from 11am-6pm Monday-Saturday and 12pm-6pm on Sunday.