As the name already tells, Not Your Daughter's Jeans (NYDJ) is a label for women and mothers, who have discovered their individual style and don't have to search in their children's more...
Not Your Daughter's Jeans
As the name already tells, Not Your Daughter's Jeans (NYDJ) is a label for women and mothers, who have discovered their individual style and don't have to search in their children's wardrobes any longer. The female customers of Not Your Daughter's Jeans know what they want and what suits them the best. The label creates high-class trousers, which are absolutely timeless and therefore always up-to-date. In their collections, Not Your Daughter's Jeans uses a certain technique: Lift and Tuck. Due to this, the jeans and trousers are very figure-flattering and impress with their perfect fit. The Lift and Tuck technology makes you look an entire size smaller and your legs are shaped and put into the right light. That is why NYDJ is so successful in the segment of plus size clothing! Take a moment to look at the broad selection of pants, plus size dresses for women, shirts, and blouses we have to offer you. At navabi, we also carry special occasion wear, such as wedding dresses and mother of the bride (or groom) outfits. Visit our online boutique and get inspired!
Comfort, style, and the perfect fit ? clothing by Not Your Daughter's Jeans
Within the U.S., Not Your Daughter's Jeans is highly popular ? it is ranked third among the big jeans labels. Reason enough for us to take NYDJ into our selection. At navabi, we not only carry trendy pants by this successful label; we work together with more than 100 designers, such as Turbulence, Vincenzo Allocca, and many more. Take as much time as you need to browse through our web store and create your unique sexy plus size outfit ? no matter if you wear a size 16, 22, or a 28! You will love the trousers by Not Your Daughter's Jeans, as they fit perfectly and make you feel comfortable in your own skin.
The label NYDJ, the abbreviation for Not Your Daughter's Jeans, specialise in jeans, as the name suggests. High-quality, comfortable and fashionable. The special thing about these jeans is their special patented technology which grants their wearer a slimming fit. Los-Angeles-based NYDJ caters for women of 30 and upwards and offers modern, fashionable and classic styles for sizes 4-22.
Even when half of the NYDJ label has been sold, its founder Lisa Rudes-Sandel, is still strongly committed to design and marketing. After all, she belongs to the company's audience and knows exactly what's important to women of her age. She seeks inspiration for her modern, stylish clothings in fashion metropolises and at fashion weeks. She is particularly with the customer feedback. One example of this is a letter she received from a 50-year-old woman stating: “Thank you for thinking of women like myself. With your carefully thought-out designs and styles you have helped me to regain some confidence.“
The secret behind her business and design is not in about the available financial resources, but the passion that goes into it. Lisa Rudes-Sandel says: “Never give up. It's not about how much money you invest in your business, but about passion, and the willpower to go that bit further to make your idea successfull.”
Every woman wants to look slim in her jeans and feel great too. Lisa Rudes-Sandel knows exactly what it means not to be able to find a pair of good-fitting jeans. Whenever she wanted to buy fashionable jeans, she always left the shops in a bad mood. Fashionable jeans were generally made for young women who exercise and not for a 40-year-old mum with a more pronounced stomach, a large bottom or sturdy thighs. But Lisa Rudes-Sandel didn't let this remain a problem, but saw it as a step forwards. She was lucky enough to have already to have always been familiar with denim wear as her dad worked for St. Germain. So she decided to search for a stomach-flattening, bottom-reducing solution. What's more, she didn't want jeans to act like a corset that just squashes everything. NYDJ jeans have two special features: 4 % Lycra, rather than the standard 2 % and their Lift & Tuck fit. This is achieved by using a patented criss cross technology which lays panels of fabric on top of each other and weaves them, flattening yout stomach and making your bottom smaller. The jeans have a high rise, making them more comfortable and creating a slimmer silhouette.
In 2003, Lisa Rudes-Sandel founded her own jeans company, which she called “Tummy Tuck Jeans”. Just two years later, Tummy Tuck jeans were on sale in popular US shops such as Nordstrom, Macy's, Bloomingdales and Saks Fifth Avenue. The label soon made its breakthrough and quickly became successful and were declared declared “number one jeans for real women with real curves” by Oprah Winfrey in 2006. Edwin Lewis, who had already worked for Ralph Lauren and Tommy Hilfiger became the company's manager. Six years after it was founded, Not Your Daughter Jeans were on sale in 1500 shops throughout Europe and the label was considered one of Europe's quickest growing brands. Things were also successful in the US where NYDJ is the most-sold jeans brand in stores.
Since 2012, NYDJ has brought out four new collections a year. For the 2013 autumn/winter collection “Walk in Beauty” the label worked with a testimonial for the first time to position itself as a lifestyle brand. The Danish top model Helena Christensen was hired for the campaign which appeared in magazines, online, at the points of sale and in the US in a TV advertising spot. According to the label, customers can buy their trousers a size smaller than usual and an endless range of colours is available. At NYDJ, customers find modern styles with appropriate style and fit for their age. Furthermore, there are additional styles for normal, small and tall women as well as style for curvy types. Another bonus are the different embellishments on the back pockets, which either make your bottom look smaller or larger. And, last but not least, NYDJ offers you different fabrics which guarantee their products are great to wear throughout the whole year.
Jeans, Jeans, Jeans!
NYDJ are regular features in fashion and lifestyle magazines and presented particularly in connection with plus size topics. They have already been spotted in magazines such as Harper's Bazaar, Instyle, Glamour, Vogue, ELLE, O, the Oprah Magazine, Vanity Fair, Life&Style, Cosmopolitan Latina, US Weekly, Seventeen, Real Simple, People Stylewatch, Redbook, More, W and Ebony. Furthermore, a growing number of stars are to be seen wearing NYDJ trousers.
For the its “Walk in Beauty” campaign, NYDJ sought the internationally-known top model Helena Christensen. Helena Christensen was perfect for this campaign because she reflects a modern, ageless style which is a permanent focus in NYDJ's collections. This video shows how a woman feels the first time she wears NYDJ jeans. She feels confident, euphoric and beautiful.