NYDJ, formerly known as "Not Your Daughter's Jeans", was founded in 2003 to fill a gap in the women's denim market. At the time, comfortable and flattering jeans for every woman simply did not exist. Most jeans had low waists and were uncomfortable. And if they did sit well, they just weren't stylish. Our unique stretch jeans with Lift Tuck® technology were designed to help women look, feel and wear a size smaller. All this using a proprietary slimming panel with a patented criss-cross design to flatter the front and a shaping construction to lift curves at the back.