Not Your Daughter’s Jeans (Vernon, Calif.), the denim brand now known as NYDJ, will open a 1200-square-foot concept shop today on the third floor of Bloomingdale’s 59th Street flagship store in New York.
It has been designed by The Rockwell Group (New York). Surrounded by pillars instead of hard walls, the shop features a video wall loaded with brand imagery.
According to Women’s Wear Daily, NYJD has become the nation’s largest-volume women’s jeans brand in U.S. department stores, according to The NPD Group, with estimated sales of more than $200 million a year. It has leapfrogged over a crowded competitive marketplace that includes Citizens of Humanity, Paige, True Religion, Seven For All Mankind, Joe’s Jeans and Rag & Bone.