NYDJ, formerly known as “Not Your Daughter’s Jeans,” was founded in Los Angeles 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. NYDJ's 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 production and with commitment to the environment, NYDJ are using more organic cotton, recycled materials and earth-friendly technologies. Despite NYDJ’s evolution, one thing has always remained the same: their dedication to delivering timeless and on-trend fashion that empowers every woman to feel comfortable and confident.