Y.Chroma Launches Men’s Denim Fighting ‘Midlife Forgettability’

Portugal’s Y.Chroma Apparel is ushering in autumn with a denim reboot.

The Lisbon-based men’s lifestyle brand, which claims to have broken the “midlife forgettability uniform” mold with its Ready Wardrobe color-coded capsule collections and men’s pants, shirting and outerwear, is shining a spotlight on jeans with its latest collection.

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Denim has been on autopilot for ages in terms of what makes it work on a midlife physique,” creative director Max Israel said. “It’s too tight in the morning, then it’s right for about 15 minutes, then it looks schlubby the rest of the day. Honestly, there was no reason we couldn’t fix that—and we did.”

Israel said the reimagined men’s denim jeans were designed to flatter, with an updated waistband offering greater comfort. Strategically placed elastic points help ensure that the jeans maintain their shape while promoting comfort and fit. “Upleveling the denim experience required a rethink on structure,” he added. “We also doubled down on materials where even expensive jeans just seem to take the easy way out.”

Y.Chroma denim is made with a premium Italian material blend with a touch of stretch, he said. The brand also rethought the internal tailoring, using its Cognac Silk lining material and new hardware fixtures for visual interest. “We love that black, camera-grade metal, so it was natural to custom-cast all the fittings that way,” Israel said.

Denim features in the Lagos canvas work shirt, made with distressed artisan cotton, a silk-lined interior and a Japanese block fastening system on the pockets, as well as the Enduro button-fly jean.

The denim in the line is complemented by athleisure styles, also a newer offering for the brand. With fabrics made in Japan and Italy, the Drücken gym pant and the Mazarin Cut rain shell were designed for versatility. The rain jacket’s “structural yet supple” shell is finished with a leather trim and a magnetic pocket closure.

“Our Fall collection, with its denim-inspired staples, is just the beginning of our journey to transform the way men dress,” Israel said.

Available for pre-order on the brand’s e-commerce site, the line is priced at $158-$698.

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