Fit is everything

NYDJ, formerly known as "Not Your Daughter's Jeans", was founded in 2003 to fill a gap in the women's denim market. At the time, comfortable and flattering jeans for every woman simply did not exist. Most jeans had low waists and were uncomfortable. And if they did sit well, they just weren't stylish. Our unique stretch jeans with Lift Tuck® technology were designed to help women look, feel and wear a size smaller. All this using a proprietary slimming panel with a patented criss-cross design to flatter the front and a shaping construction to lift curves at the back.

Since then, our mission as a jeans brand has grown to provide women with the perfect fit from head to toe and let them discover their own style. Made for all figures, sizes and ages, our collections of jeans, trousers, skirts and tops are designed and carefully curated to give every woman the look and feel she is looking for.

In 2020, we started producing sustainable clothing with the launch of our BlackLast™ and BlueLast™ Denim technology. We also expanded our offering with our Sustainable collection. Here you will find jeans, trousers and tops made from 100% organic cotton and recycled materials, using environmentally friendly technologies. Without changing the fit and quality, of course.

Although we keep innovating at NYDJ, one thing has always remained the same: our dedication to designing timeless and trendy items that each make every woman feel comfortable and confident - like the best version of herself.