new in town
DIGGIN’ DENIM
Lifestyle brand NYDJ opens its second retail location in Scottsdale BY ALISON BAILIN BATZ
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YDJ, the top-selling denim brand in department stores such as Nordstrom, Macy’s, Dillard’s and Bloomingdale’s, has opened one of its first stand-alone retail locations – in Scottsdale! “Founded in 2003 in Los Angeles, NYDJ is designed by women, for women, and the brand is renowned for pioneering the slimming denim category,” says CEO and president Lisa Collier, who joined the brand earlier this summer and brings experience from Global Dockers and Tarrant Apparel Group. “Every pair of NYDJ jeans and pants features exclusive Lift Tuck® Technology that slims in the front and lifts in the back, contouring your curves for a perfect flattering fit,” Collier says. “The technology works so well that you look, feel and buy one size smaller.” Located in a 2,200-square-foot space in the heart of Scottsdale Fashion Square, NYDJ offers the brand’s full collection
of denim (starting at $110) as well as blouses, tops, dresses, casual wear and much more. With more than 65 sizes across women’s, petite, plus and a newly launched maternity collection, there’s a pair to fit and flatter every woman. In addition to NYDJ styles, the store carries a selection of luxurious basic T-shirts from Road22, an organization that employs formerly incarcerated women and gives them a fresh start. Residential in feel, the store was designed in partnership with NYC-based firm Kramer Design Group and utilizes a sophisticated and soothing neutral color palette with lavender and gray accents. The fitting rooms are feminine, plush and spacious with a boudoir-meets-living room aesthetic and offer a comfortable environment for women to experience the brand. “We are very excited about the opportunity to interact more closely with our consumer as we open our first NYDJ
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retail stores,” Collier says. “Our mission is to take the anxiety out of shopping for jeans by providing a beautiful and relaxing environment centered on service, styling and a phenomenal fit.” The Scottsdale store is one of two NYDJ stores to open in the U.S. this year; the other location is now open at Roosevelt Field Mall in Garden City, New York. In addition to launching their first stores, which they hope to be the prototype for national expansion in coming years, this year NYDJ also launched a “Fit to Be” campaign featuring a powerhouse cast, including Christie Brinkley, Ashley Graham, Bridget Moynahan and Lana Ogilvie, demonstrating a fit for all ages, shapes and sizes. “With a cult following and a transformative fit, women who wear NYDJ aren’t just loyal, they’re obsessed,” Collier says. For more information and to browse the looks, visit www.nydj.com.
| SEPTEMBER 2016
8/24/16 8:37 AM