NYDJ Doubles Down on Fit for Denim
From Not Your Daughter’s Jeans to NYDJ, the brand—as its name—has evolved to cater to the demands of the modern consumer, and new innovations in fit have proved to please that consumer.
Today’s shopper wants more from their clothing in general, and when it comes to denim in particular, they want on-trend, comfort, performance and fit.
So far, NYDJ seems to be delivering on all fronts, especially where fit is concerned. Central to the brand, its signature slimming Lift Tuck® technology promises to leave the wearer feeling one size smaller in their jeans. And there’s hardly a consumer out there who wouldn’t be keen on that.
Carved in Blue caught up with Lisa Collier, CEO and president of NYDJ, to learn a little about what’s going on with the brand, what’s going on with denim in general and what the industry can expect to see next.
Carved in Blue: What is the first thing a consumer thinks about when looking to buy a new pair of jeans?
Lisa: At NYDJ, we believe that fit is everything. A perfect fit has the power to make you feel great both physically and emotionally—it can be a transformative experience and make you feel like the best version of yourself. As fit experts we spend a lot of time on fit, but comfort and style are critically important, too. We ensure that we deliver all three pillars in every pair of NYDJs so she never has to settle or compromise.
Carved in Blue: Considering that, what’s the most exciting thing happening at NYDJ right now in terms of denim innovation?
Lisa: NYDJ pioneered premium slimming denim and started a flattering revolution. Our Original Slimming Fit showed women everywhere the uplifting effect of looking and feeling a size smaller. All our jeans have slimming lift tuck technology, which lifts to flatter curves in the back and tucks to flatten in the front. Today, innovation remains central to our brand DNA. For example, our Cool Embrace denim features CoolMAX® technology borrowed from high-performance athletic wear that whisks away moisture from skin to keep you feeling cool and comfortable in the warm spring and summer months.
Carved in Blue: So what exactly is Lift Tuck® technology and how does it work?
Lisa: All our jeans have slimming Lift Tuck technology, which lifts to flatten curves in the back and tucks to flatten in the front, so you look, feel and wear a size smaller.
Carved in Blue: NYDJ has something called a Fit Tour. Can you tell us about it?
Lisa: NYDJ brought our Spring 2017 Fit is Everything campaign to life and took to the road, opening up a nationwide casting call inviting real women for the chance to be featured in our Fall 2017 campaign. Hundreds of women visited our three pop-up events across the country to get styled head-to-toe in Fall 2017 NYDJ styles by fit experts, and received a glam mini makeover. We photographed the women on the spot in our pop-up photo studio for a chance to appear in our Fall creative, and the women didn’t disappoint! We were thrilled with the images we captured and were so impressed by the confidence and swagger our guests displayed. It’s the power of the perfect fit! The tour began on April 15 in San Diego at Fashion Valley, and continued throughout April, making stops at the Mall of America in Minnesota on April 22, and it ended on April 29 at the Roosevelt Field mall in Garden City, New York. As a charitable addition, we’ve partnered with Clothes4Souls to donate one item of clothing to a woman in need for every pair of jeans tried on at our Fit Tour in addition to in-store purchase or online at NYDJ.com.
Carved in Blue: Apart from fit, NYDJ also works with TENCEL® branded fibers in denim. Can you tell us why?
Lisa: We started working with TENCEL® fibers for our Sure Stretch denim. The super soft, luxe hand feel as well as the 70 percent stretch contributed to our excitement to offer this product in the line. In addition to the soft hand feel and super stretch, the denim also contains a fiber called T400, which manages the recovery part of the performance of this denim.
Carved in Blue: There’s a new look for NYDJ. Can you tell us more about the direction for the brand?
Lisa: NYDJ is about making a woman feel comfortable, sexy and stylish. We have always had incredible, on-trend denim, but we’ve been building a collection of tops and sweaters to give our customer a modern, complete look. We want to make it easy for a woman to feel comfortable in her own skin, knowing that she can rely on NYDJ to look stylish.
Carved in Blue: How many retail stores does NYDJ have now?
Lisa: NYDJ has two retail stores. One in Roosevelt Field in Garden City, New York and another in Scottsdale Fashion Square in Scottsdale, Arizona. NYDJ also has three factory stores in Castle Rock, Colorado; Manchester, Vermont and Riverhead, New York.
Carved in Blue: What denim silhouettes and shapes do you think are about to make a breakthrough?
Lisa: Ankle lengths continue to be more important to be able to show a little bit of skin or that great shoe you have. It is no longer the days of just one silhouette ruling, they all can look relevant: skinny, slim, straight, bootcut, and in a shorter length they all feel more modern.
Carved in Blue: Is sustainability key to premium denim today?
Lisa: Sustainability is becoming extremely important in denim today and a concept we fully embrace. It’s exciting to see how mills are reinventing denim product with a “go green” thought process and spearheading sustainable practices for the industry globally.
Carved in Blue: Which celebs can we see wearing your product?
Lisa: Oprah is a huge fan of NYDJ. She recently wore our Future Fit denim on the cover of the March 2017 issue of O, The Oprah Magazine. Tyra Banks recently shared an Instagram photo wearing NYDJ denim and in the past Katie Homes, Connie Britton, Tina Fey, Danielle Brooks and Uma Thurman have all worn NYDJ.
Carved in Blue: Who would you most like to see wearing a pair of NYDJs?
Lisa: All women! Inclusivity is important to NYDJ and our customers, which is why we offer a range of over 66 sizes from 00 petite to 24, including tall lengths and maternity, so that we can fit and flatter most women and create an experience that feels like her jeans were custom made for her. We’d love for everyone to experience our perfectly fitting jeans.
Carved in Blue: Turning to you—how many denim pieces do you own?
Lisa: I’ve worked in the denim industry for quite some time, and when I started at NYDJ, I fell in love, stocked up on NYDJ and donated all of my old pairs. I don’t know how many NYDJs I have now…maybe more than 50!
Carved in Blue: What does Carved in Blue mean to you?
Lisa: To NYDJ, Carved in Blue represents the appreciation of the denim industry’s past, present and future. We share the belief that mindfulness and innovation will shape the future of the industry!