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About

Founder Lisa Rudes-Sandel got the idea for Not Your Daughter's Jeans, now known simply as NYDJ, in the early 2000s while shopping for jeans. She was frustrated by the lack of fashionable, good-looking denim choices for women 40 and older. Rudes-Sandel already worked in fashion with her father, George Rudes, and sister Leslie running the women's sportswear brand St. Germain in Southern California. They launched NYDJ in 2003, and in 2005, their first trademarked Tummy Tuck jeans hit the market to rave reviews. NYDJ went on to expand to many styles of denim, plus trousers, tops, hoodies, and more, with major retail partnerships with Bloomingdale’s, Nordstrom, and Macy’s.