NYDJ – Wow Look one size smaller

If there is one fashion item that is never in or out and can be found, worldwide, in virtually every person's closet, no matter what their age, it must be jeans. Strangely enough, however, finding the perfect pair of jeans is, for many women, a harrowing experience. There is now a solution to that problem: NYDJ!

History

Although NYDJ has only been in existence for just over three years, its founder, Georges Rudes, can claim an unparalleled history in jeans. This denim legend from ever-sunny Los Angeles has been behind many famous jeans brands including the most recent hip brand J-Brand. And just when Rudes had decided to take things a little easier, he and his daughter Lisa hit on the idea of introducing something completely new to the market. This idea, which has subsequently proven to fill a 'gap in the market', originates in a positive anti-reaction to the trend within the jeans world of ever-lower waist-lines.

Rudes has always had a simple motto in life: he believes, correctly, that every woman is always looking for jeans with a perfect fit. But he noticed that the large group of women above the age of forty is being ruthlessly ignored by many jeans manufacturers. Reason enough for Georges Rudes to re-establish his reputation in the field of denim and to introduce, together with Lisa, a completely new jeans concept: NYDJ (Not Your Daughters Jeans).

The secret of NYDJ

It will come as no surprise that women always say that their 'tummy' is the number one problem when you ask them what they consider their biggest fashion obstacle.

After all, everybody wants a pair of jeans in which they look as sexy and slim as possible. For NYDJ, that desire is the primary basis for the development of a good pair of jeans. Thanks to the patented criss-cross front panels, the tummy is subtly corrected, the buttocks are elegantly lifted and love-handles are optically camouflaged. The result? You look slimmer and sexier, and can even wear a size smaller. And who doesn't want all that?

Add to that the wonderfully supple and soft comfort and you really do have the pair of jeans you have always dreamed of.

NYDJ jeans contain 4 percent Lycra, instead of the 2 percent commonly used. This makes the jeans extra comfy and offers the best possible flexibility.

It is common knowledge, however, that denim containing higher percentages of Lycra is inclined to turn baggy. NYDJ has thought of this and made used of a patented weave technique which ensures that the stretching characteristics of Lycra are concentrated in the areas where they are needed. No bagginess, just complete comfort. We love it!

Oprah loves NYDJ

Oprah Winfrey, the international queen of the talk-shows and style icon, has dubbed our jeans as the best ever made. And that is, naturally, an enormous honour.

It was an unforgettable moment for NYDJ, and it made the young brand world-famous overnight.

So famous, in fact, that the label has reached the third place on the best-selling list of denim brands in the US this year. That must prove that NYDJ is really unique.

NYDJ & the trend

It is remarkable but true: the vast majority of the women who tried on NYDJ denim were immediately hooked. Even better, the average wearer of NYDJ says that she owns at least two pairs of these magical jeans.

This is why, for each season, NYDJ offers, in addition to a fine range of basic denims in all sizes and styles, from straight to slim and from flair to three-quarters, an up-to-date collection of fashionable washes and styles. With an eye for detail, such as pocket stitching and buttons, this brand offers countless options for its fans. But always with the best possible fit and the secret ingredients that make NYDJ so unique.

NYDJ autumn/winter 2008

This autumn we see, completely in line with the latest fashion tends, a cleanly cut silhouette in which dark blue denim is a favourite. In addition, there is a special place for the new dark brown denim, which can already be considered a popular addition to the collection.

Beautiful, luxury chic details, such as elegant chain decorations on the back pockets and the true designer look with contrast stitching are the hot items.

A striking highlight is the new side-zip model, which not only looks great, but also gives additional correction to the tummy thanks to the absence of the zip and button on the front. To put it briefly: it promises to be a wonderful denim season.