modebranchen.NU no. 3 / July/August 2014 | Page 96

NYDJ - stylish fashion for Scandinavian women of any age Artikel/article NYDJ has evolved from a technical, slimming-solution jean to a global lifestyle brand with focus on fit, comfort, and style. NYDJ keywords Spring 2015 Lux trend / a return to natural denim / see through looks/ prints / the boho trend CIFF C3-029 NYDJ NYDJ, founded in Los Angeles in 2003, Your Daughter’s Jeans to being identified simply as NYDJ, a more broadly appealing NYDJ colours for Spring/Summer 2015: signature Lift Tuck Technology® that makes for stylish women of any age.” of pink, lavender, pale blue, mint green and pioneered the slimming denim category by introducing a revolutionary jean that was both comfortable and figure flattering. The premium jeans and pants feature the brand’s women look and feel a size smaller. According to NPD Group Consumer Track- ing Survey 2013, NYDJ is the number-one women’s denim brand at department stores in the United States. The brand is also avail- able at NYDJ.eu, in specialty boutiques, and in over 30 countries worldwide. In 2010/11, the company began making the For women of any age formal transition from being known as Not _92 nickname consumers were already using. This more modern, ageless expression of the brand is more about “fashionable jeans Today NYDJ has evolved to an international lifestyle brand with a collection incorporating fashionable, trend-right styles in inno- vative new fabrics and washes. The brand now offers trousers, jackets and coats, tops, and trend-right sportswear, all with NYDJ’s signature fit, comfort, and style. At CIFF the Danish and international fashion buyers can experience the new collection for Spring/Summer 2015 at stand no. C3-029. Bright hues of red, melons, pinks, blues and yellow. A modern romance trend with feminine looks and pretty pastels. Shades pale yellow as important contrast to the brighter pallet. Neutrals are important to balance colour. Shades of olive, taupe’s, tans and greys. White will continue to be another key neutral. www.nydj.eu