Introduction

NYDJ used to be known as Not Your Daughter's Jeans. As the name suggests, the label specialises in jeans that come in highest quality, follow the fashion current but above all – are cut for a supremely comfortable fit. What sets NYDJ jeans apart is their patented technology that creates a superior slimming fit. Los-Angeles-based label NYDJ has women above the age of 30 in mind when designing their on-trend but perennially classic fashion in sizes 4 to 22.

Even with having sold half of the label NYDJ, founder Lisa Rudes-Sandel is still driving design and marketing forward. After all, she represents the label's prime target audience and knows exactly what women her age are looking for. Sharpening her keen eye for trends and styles through her frequent travels to the big fashion capitals and major fashion weeks.

She finds motivation in the countless positive reactions that reach her regularly, for example in a letter she received from a 50-year-old customer: “Thank you for thinking of women like myself. With your smart approach to design and style, you helped me regain my confidence.“

Her success and design impact cannot be measured in financial resources; the secret lies in the heart-felt passion that renders her work ethic. Lisa Rudes-Sandel says: “Never give up. It is not about how much money you invest in your business. It is about passion and the willpower to walk that extra mile, to make sure your idea is successful.”

When shopping for the perfect jeans, every woman wants that sleek and fitted look while always remaining comfortable. Lisa Rudes-Sandel knows exactly what it means do not be able to find a pair of well-fitted jeans. For years, shopping for a new pair of denims was a guaranteed mood-killer for her. The on-trend cuts were usually made for young, fit women -- and not for a 40-year-old mum with a more pronounced stomach, a prominent derrière or sturdy thighs. But Lisa Rudes-Sandel saw an opportunity where others despaired and took action. Luckily, she already had a knack for denim, as her father worked for St. Germain. She challenged herself to find a way to make the stomach appear flatter and the derrière more defined, but without restricting movement in the way the corset-like shapewear that had been around until then did. Her solution and the secret to every pair of NYDJ jeans: Their exclusive Lift Tuck Technology®. A slimming panel in patented criss-cross design at the front flattens the tummy while a special weaving technique ensures that the jeans do not stretch vertically, so that the bottom is lifted and smoothened. The rise hits just at the natural waist and is flexible enough to provide maximum wearing comfort while giving every silhouette a sleek and defined look.

In 2003, Lisa Rudes-Sandel founded her own denim label which she named “Tummy Tuck Jeans”. Already two years later, Tummy Tuck jeans were sold in the major US department stores Nordstrom, Macy's, Bloomingdales and Saks Fifth Avenue. The breakthrough came in 2006, with Oprah Winfrey declaring Tummy Tuck as the “number one jeans for real women with real curves” on her famous TV-show. A year later, Tummy Tuck expanded into the European market and in 2007, the label was rebranded to "Not Your Daughter‘s Jeans". Edwin Lewis, who had already worked for Ralph Lauren and Tommy Hilfiger, was appointed general manager. Six years after the label's founding, Not Your Daughter Jeans were sold in 1500 shops across Europe and the label was considered one of Europe's quickest growing brands. The label enjoyed likewise success in the US, where NYDJ is the top-selling jeans label in department stores

Every pair of NYDJ jeans comes in the original slimming fit that creates the most optimum silhouette in any cut, no matter the favoured style of the monthly changing collections. A multiplicity of fabrics in various prints and colours represents every major trend and allows for a large selection of styles across all seasons. On top of their popular American denim, the label constantly broadens their repertoire with novel fabrics. Because each pair comes in the label's supreme fit, every customer can order their jeans a size smaller than usual. On-trend styles with truly great, ageless cuts set the bar. To make the signature fit even more individual, customers can choose between styles specially tailored to their body type, with cuts for curvy, petite or tall women. Even in the detailing, nothing is left to chance: The embellishments of the back pockets act to either optically enhance the bum or slim it further. Last but not least, the variety of available fabrics guarantees NYDJ jeans provide comfortable wear all year round, from summer through winter.