Emerging premium menswear brand Y.Chroma opened on Friday its inaugural pop-up shopping experience at Rothmans NY, the nation’s largest independently owned menswear store. 

Running until June 25 at Rothmans’ Union Square store location at 222 Park Ave S, the pop-up highlights Y.Chroma’s European-made products including award-winning pieces like the Skyline Pant, the Sevilla Shirt and Varial Shirt-cut Jacket series. 

“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.”

Inspired by skate and surf-aesthetic, Y.Chroma aims to challenge the status quo of how mainstream professional men dress. Since its inception in 2022, Y.Chroma has emerged as a trailblazer in the menswear industry, with sales projected to exceed 700% of their 2023 figures by the year’s end. Y.Chroma was also present as one of the eight emerging menswear brand’s at this year’s New York Fashion Week.

“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,” added 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 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.”