User:VernonCA/sandbox

NYDJ is a women’s denim and casual apparel brand that offers an assortment of jeans, pants, tops, sweaters, jackets and dresses. The company is headquartered in Vernon, CA and has a sales division in New York City. NYDJ is a privately-held company, owned by private equity firms Crestview Partners and Maybrook Capital Partners.

HISTORY

Lisa Rudes Sandel founded NYDJ in 2004 after a disappointing shopping trip to a department store in Los Angeles, CA. Sandel was shopping for jeans and found that none of the jeans fit right, were too small in places, and made for the low-cut look that was trending then. She recruited her father, George Rudes, who started sportswear company St. Germain, out of retirement to start the new business. They put together an investment of $250,000 to launch Not Your Daughter’s Jeans, which is now known as NYDJ.

PRODUCT

NYDJ is a denim and apparel brand that’s renowned for pioneering the slimming denim category. Each pair of NYDJ jeans and pants feature a proprietary slimming panel, known as Lift Tuck® technology. It trims the tummy in the front and lifts in the back, contouring a woman’s curves for a slimming, flattering fit. NYDJ offers a wide range of sizes to fit a variety of women’s body types, including petite, plus, tall, and maternity. The brand carries over 60 different sizes of jeans, ranging from 00 petite to 24 plus. Key collections include:

Future Fit™: features an innovative elastic fiber compression technology that evenly contours for a flawless, second-skin fit.

NYDJ Uplift: made with Future Fit denim, UpLift is a contouring jean that features an Optic Pocket™ seam design that creates the illusion of a higher, rounder backside.

Sure Stretch™: has an ultra-soft feel and offers comfortable freedom of movement without stretching out.

Cool Embrace™: features COOLMAX® technology from high-performance athleticwear to pull moisture away and keep you degrees cooler. Spotless Reputation™: a worry-free fabric that repels certain liquids spills for up to 15 washes.

Shape 360™: features an innovative 4-way stretch denim that slims and sculpts with ultimate comfort.

Super Sculpting™ Denim: a comfortable, compact stretch fabric that supports, slims and contours curves.

Luxury Touch™: an ultra-premium twill fabric with an exquisitely soft and satiny feel.

STORES

The brand is available at better department stores in 7,000 points of retail globally including Nordstrom, Bloomingdales, Macy’s, Dillard’s, and Amazon. NYDJ is the #1 selling denim brand at department stores since 2011. NYDJ opened 2 full-price retail stores in July 2016 at Roosevelt Field in Garden City, NY and Scottsdale Fashion Square in Scottsdale, AZ. NYDJ is sold internationally in Europe, Canada, Japan, Australia and New Zealand.

ADVERTISING

The brand transitioned its name from Not Your Daughter’s Jeans to NYDJ in 2013 to reflect an ageless consumer mindset and to expand beyond denim to sportswear. With the company’s rebranding efforts, NYDJ featured Danish-born supermodel, Helena Christensen as their first known personality in its advertising campaign in Fall 2013. Print ads ran in Vogue, Harper’s Bazaar, InStyle, Elle, Real Simple and others, and television commercials aired on broadcast and cable TV. Actress Bridget Moynahan become the face of the brand in Fall 2014 and continued for 5 seasons. In 2016, NYDJ launched the “Fit To Be” advertising campaign featuring Moynahan alongside iconic supermodel Christie Brinkley, body activist Ashley Graham, and model/designer Lana Ogilvie.