How it all began...
The story behind NYDJ
NYDJ was founded in Los Angeles, USA. The brand, formerly known as Not Your Daughter’s Jeans, derived from the search for the perfect jeans that did not exist at the time. Most Jeans had a low waist and were uncomfortable, or they fitted great but weren’t stylish at all. That is why NYDJ introduced a revolutionary jean that was both comfortable and figure flattering.
From that moment on, NYDJ let women become acquainted with the brand’s signature Lift Tuck Technology® that makes women look and feel a size smaller, igniting a cult following among women worldwide.
With the perfect jeans in mind, NYDJ’s first collection existed of blue and black jeans only. Over the years, next to comfort and a great slimming fit, NYDJ added more and more style. Because at NYDJ there is a strong conviction that one does not exclude the other. Ever.
To complement the existing jeans collections, NYDJ launched its first collection of effortlessly chic tops and jackets in 2014, designed to be the perfect pairing pieces to their slimming bottoms.
Currently, NYDJ launches a new fashion collection every month, existing of bottoms and tops in a wide range of styles, fabrics and colours. Always in line with the latest trends of the season and, when it comes to pants, always featuring NYDJ’s trademark; our exclusive and slimming Lift Tuck Technology®. In addition, NYDJ offers a Core Collection with timeless classics that are on stock throughout the year.
Nowadays NYDJ is the number-one women’s denim brand at department stores in the United States* and one of Europe’s fastest growing women’s denim brands. Aside from the web shop, NYDJ is represented in 18 countries throughout Europe and available at more than 2500 premium boutiques and retailers.
*NPD Group Consumer Tracking Survey YE 2013
