Not Your Daughters JeansNot Your Daughters Jeans (NYDJ) has spawned a wave of copycat slimming jeans, and for good reason. Amazing as it may sound, a huge part of the real market for women’s designer jeans (real women, with real curves) was left unattended until the year 2003, when latina entrepreneur Lisa Rudes-Sandel identified this gap and made it her goal to bridge it.
And Not Your Daughters Jeans has made a splash, at a pace of over 750,000 pairs of jeans a year! Tummy Tuck Jeans even hold a record at Nordstrom.com for the largest one day sale of any item: 2,000 pairs! Tummy Tuck JeansThe Tummy Tuck Jean line was launched in 2005. The main reason for the label’s success is plain: Tummy Tuck Jeans addresses the problem areas that women of all body types have. They identified and understood their “older” customers: baby boomers in their 50’s, sizes 10 to 14. Still, women in their 30’s, with a bit of a “belly problem” have had an overwhelmingly positive response to the jeans.Through the combination of extra stretch (4% instead of 2%) in the denim that they use and their criss-cross panels, they “slim the lower abdomen, contour the hips, and lift the butt”, something thousands of women want. And they do this without the feeling of constriction that you would expect. The extra stretch actually makes it possible for you to go down one size! You’ll find that most of their styles come in sizes 2 to 18 and plus sizes 14w to 24w. They have some options for petites, but nothing yet for tall women. Not Your Daughters Jeans is also offering Tummy Tuck skirts in denim as well as in brown and black corduroy. Their denim is available in three washes as well as some other colors. The basic styles have a 9” to 10.5” rise and come with straight leg or a flare. Recently, a “skinny” version was launched, allowing Not Your Daughter’s Jeans to remain in the forefront of fashion while still guaranteeing the fit that has created an unprecedented brand loyalty.
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