About NYDJ

Fit is Everything

NYDJ, formerly known as “Not Your Daughter’s Jeans,” was founded in 2003 to address a gap in the women’s denim market. Back then, comfortable and flattering jeans for every woman simply did not exist. Most jeans had low waists and fit uncomfortably, and if they did fit well, they were just not stylish. Our landmark premium stretch jeans with Lift Tuck® Technology were designed to help women look, feel and wear a size smaller, using a proprietary slimming panel with a patented criss-cross design to flatten in front and contouring construction to flatter curves in back.

Since then, our mission has grown to address women’s head-to-toe style needs, while staying true to our fit-first mindset, as a lifestyle brand they can depend on to discover style their way. Made for all shapes, sizes and ages, our selection of clothing, handbags and shoes is designed and carefully curated to complement our customer’s every move and help her express her style point of view.


In 2020, we started on the path to producing clothing that is better for the environment with the launch of our sustainable BlackLast™ denim technology and, more recently, BlueLast™. The following year, we launched our footwear collection made with eco-friendly elements. Next, we expanded our sustainable efforts with a collection of denim, tops and more that uses 100% organic cotton, recycled materials and earth-friendly technologies, with our same legendary fit and style.


Despite NYDJ’s evolution, one thing has always remained the same: our dedication to delivering timeless and on-trend fashion that empowers every woman to feel comfortable and confident—like her best self.