NYDJ has been in the comfort game for 18 years with its stretch denim fabrications, and now it’s applying that know-how to a new category.
The women’s lifestyle brand just bowed is first women’s footwear collection available for wholesale.
“As a brand founded on fit first, it was important that our footwear category encompass our core values of comfort and style,” said Steve Morales, NYDJ vice president of marketing. “Similar to the philosophy behind our denim, our footwear will never compromise comfort for style or style for comfort. Our goal is to inspire confidence through great-fitting, stylish products.”
The 9-piece collection, available in extended sizes 5-11, offers versatile casual and dress silhouettes like flatform sneakers, slides, loafers and block-heel sandals in suede, leather and novelty fabrications.
Some styles feature uppers made with NYDJ’s BlackLast fabric technology. Made from recycled plastic fibers, the soft and stretchy denim has lasting color intensity with half the environmental impact of traditional denim.
Shoes are outfitted with extra memory foam padding in strategic areas and feature recycled rubber outsoles.
Indigo colorways, accent rivets and denim-inspired double stitching all nod to the brand’s roots.
The foray into footwear is a continuation of NYDJ’s “2021 and beyond” strategy to evolve into a lifestyle brand. Along with introducing a trend-forward collection with a higher price point compared to the core line, and a new range of elevated loungewear, NYDJ bowed a line of work-friendly black leggings and jeans that fit three sizes.
“Our customer has reacted very well to the new products and categories we have brought her over the last year, making this the opportune time to introduce footwear,” Morales said.
NYDJ is the second size-inclusive jean brand to dabble in footwear. Last December, denim brand Good American launched a shoe collection with 72 unique sizing variables ensuring all women have access to shoes that fit. This fall, New York & Co. plan to launch a line of footwear designed by a new in-house designer as well.
NYDJ’s footwear collection retails for $119-$149. “We love our wholesale partners and are always looking to expand our presence,” Morales said. “We appreciate the trust, cooperation and support they have given us as we grow to become a lifestyle brand.”