NYDJ, once called Not Your Daughter's Jeans, is an American denim brand founded in Los Angeles in 2003. It is known for jeans and trousers with built-in tummy control that fit and flatter, designed for women who want comfort as well as style.

What is NYDJ known for?

NYDJ is known for its patented Lift Tuck technology, a slimming front panel that holds you in and smooths the silhouette. The brand makes jeans in many fits, from straight and slim to wide and cropped, plus coloured denim, trousers and denim jackets.

Where can I buy NYDJ in the UK?

You can buy NYDJ at Shirley Allum Boutique in Shaftesbury, Dorset, in store and online. We carry NYDJ jeans and trousers in plenty of fits and washes.

Is NYDJ true to size?

NYDJ tends to feel generous because of its shaping panel, so many women find they can take their usual size or sometimes one smaller. If you are between sizes, come in for a fitting and we will help you find the right pair.

How do I care for NYDJ jeans?

NYDJ denim keeps its shape best washed inside out on a cool cycle and hung to dry rather than tumble dried. Washing cooler and less often protects the stretch and the colour.

NYDJ

Most jeans ask you to choose between looking smart and feeling comfortable. NYDJ is the brand we reach for when someone wants both.

The trick is a slimming front panel, the patented Lift Tuck that holds you in and smooths the line with no squeezing. Lisa Rudes-Sandel built the brand around it in Los Angeles in 2003, and plenty have copied it since without quite matching it.

We stock NYDJ jeans and trousers at the Shaftesbury boutique, in fits from slim and straight to wide and cropped. There is more than blue denim, too. The high-rise Marilyn straight leg comes in burgundy, espresso brown and a soft travertine beige, alongside dark rinse washes and the odd denim jacket.

Customers tell us their NYDJ pair is the one they reach for far more than any other. Come in to be measured and try a few side by side, or shop online by size and leg.