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NYDJ Debuts Elevated Online-Only Brand Extension

COVID-19 recovery is on the horizon but the pandemic's impact on sustainability, retail, product development and consumer buying patterns means the denim industry must evolve. Join Rivet on April 20th at 11 am ET for the COVID, One Year Later roundtable.

Women’s denim brand NYDJ shows another side of its design portfolio in its first-ever brand extension, Statement NYDJ. The limited-run collection launched Monday exclusively on the NYDJ e-commerce site, offering elevated, fashion-forward staples made with premium fabrications.

The first Statement NYDJ collection features two silk blouses available in solids and animal prints and a genuine leather moto jacket. The line also includes four new stretch denim styles: a wide-leg jean, a patchwork boyfriend fit, a high-rise straight jean and a skinny jean in vintage-inspired indigo washes.

The jeans include NYDJ’s proprietary Lift Tuck technology, a slimming panel with a patented criss-cross design for a smoother fit.

Though Statement NYDJ delivers a bolder interpretation of trends than its core line, the collection stays true to NYDJ’s commitment to size inclusivity and offers consumers the “same curve-complimenting fit,” the brand stated. Jeans are available in sizes 24-34. Tops are available XS-XL.

Statement NYDJ arrives during a time when consumers are looking to update their pre-pandemic closets with better quality everyday essential pieces such as Zoom-ready blouses and enduring classics like leather jackets and looser-fit blue jeans.

Searches for wide-leg jeans are up 78 percent compared to last year, according to product intelligence company Trendalytics. Leather jackets, meanwhile, consistently rank among the most coveted items for fall.

“This contemporary line is the answer to our customers who may be looking for something new and a bit opulent, yet has the same ease and dedication to fit that they have come to love about the brand,” said Estelle Dahan, NYDJ vice president of design, adding that Statement NYDJ is one of her first projects for the company.

The collection also introduces NYDJ to a higher price tier. Tops retail for $119, while jeans retail for $139. The leather jacket, however, bears the highest price point in the collection, retailing for $498.

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