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NYDJ
Lisa Rudes-Sandel founded Not Your Daughter's Jeans—now known as NYDJ—in the early 2000s after struggling to find stylish, flattering jeans for women over 40. Already active in the fashion industry alongside her father, George Rudes, and sister Leslie through their women’s sportswear brand St. Germain in Southern California, she launched NYDJ in 2003. The brand gained instant recognition in 2005 with the release of its first trademarked Tummy Tuck jeans, which received rave reviews. Since then, NYDJ has expanded its offerings to include a wide range of denim styles, as well as trousers, tops, hoodies, and more, securing retail partnerships with major stores like Bloomingdale’s, Nordstrom, and Macy’s.
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