Founder and creative director Max Israel, designed by Nikolay Pachev
Max Israel, Founder & Creative Director
Max Israel, a seasoned entrepreneur and three-time company builder, founded Y.Chroma in his adopted home city of Lisbon, where surf culture and European arts culture come together. As founder and creative director, Israel envisions midlife not as an age but as an opportunity to define one's style. With a passion for fashion and digital design cultivated over two decades, Israel describes his commitment to fashion as "religious." Post-selling his previously founded tech company, he reinvented his look and founded Y.Chroma, dedicated to helping men in their midlife journey feel confident and ready, standing out with unique style. Israel’s mission is to address the underserved Gen-X demographic in the fashion world, offering them a platform to express themselves and embrace their main act.
Nikolay Pachev, Designer
Nikolay Pachev is responsible for the fashion creative work, as well as the product development at Y.Chroma. He is interested in exploring innovative manufacturing technologies for the fashion industry and creating brand concepts around the complexity of unifying images and subcultural inspirations.
For the last twenty years, Pachev has been cutting his teeth in various positions across the fashion industry spectrum. After finishing his fashion education at NBU Sofia, followed by Kunsthohcschule Berlin, he went on the international talent circuit and won three awards at Mittelmoda in Italy- first prize, award for innovation and best pret-a-porter collection, as well as Young Designer of Eastern Europe Award in Brno.
Nikolay’s professional portfolio includes working as a fashion editor in magazines, art director and buyer, fashion designer, textile designer and product developer for fashion brands. Overall, Pachev has a solid professional experience as a designer, stylist and trend analyst. He is also a Phd in Fine Arts and over the last decade, has spearheaded the MA Fashion in New Bulgarian University and has participated as a lecturer in events in Italy and Spain.