NYDJ, the denim and apparel brand known for the original slimming jean, is launching Curves 360 by NYDJ, a collection that features three new denim technologies that shape, boost and sculpt. It is designed to flatter bodies of all shapes and curves, ranging in size from 00 to 28.Curves 360 consists of four styles: slim-straight (shape), skinny (boost), and pull-on legging and pull-on skinny bootcut (sculpt). The denim washes range from a light wash with distressed details to clean and classic dark indigo to black. The packaging distinguishes among shape, boost and sculpt.Shape slims, supports and lifts from the front to the backside with a 360-degree interior panel; boost accentuates and lifts the backside with an innovative interior back panel and exaggerated yoke, and sculpt contours and accentuates the waistline with an exaggerated yoke and dart details. The jeans are manufactured in China.Lisa Collier, chief executive officer of NYDJ, said the label was the original inclusive brand offering 66 sizes and has a loyal consumer who understands fit technology and fit solutions. “We thought this was also another way to signal something new,” she said. "NYDJ was designed for women to support them and give them confidence. Curve 360 is a way to help you feel beautiful the way you are and want to be. It’s about accentuating curves and waistlines and different shaping solutions or enhancing them if you don’t have them."Further, she said, “This was an opportunity to establish this label from 00 to 28. We know that women love to shop together, regardless of size. And we love the idea of it being in one place and available for women of all shapes and sizes, and not sending them off to other departments in the store."NYDJ, which is known for its exclusive Lift Tuck Technology that slims in the front and lifts in the back, contouring one's curves, offers a full range of sizes, but it’s been segmented. For example, NYDJ petite sizes range from 00P to 18P, misses’ sizes goes from 00 to 18, and plus sizes, go from 14W to 28W.The marketing plan for Curves 360 will be a 360-degree campaign, including digital, paid native content, Facebook and robust influencer partnerships, as well as in-store events.“Curves 360 looks good on all women. As we worked on the fittings, and when we shot for the campaign, we used a size 0, a size 8 and a size 16, and they looked fabulous across all three. The size 8 was just as excited about it as the size 16 girl,” said Collier.Curves 360 will retail between $119 and $129 at stores such as Nordstrom, nordstrom.com, NYDJ.com and a few specialty boutiques, beginning today. NYDJ retails between $109 and $149.Asked about first-year sales projections, she said this was basically a test. “We think there is a huge opportunity here. We’re not projecting a size yet. We want to get real consumer insights on this, and want to be flexible in how we go after it," said Collier.Asked about NYDJ’s current business, which has had its share of challenges, she said, “It’s been up and down. We see some positive indications of the business. We’re predominantly in the department store channel which has seen its challenges this year but when we look at pure play businesses, wholesale dotcom and our own NYDJ, there are some good positive indicators. The traditional bricks-and-mortar business is a little sluggish. But again, as the spring collection’s landing, we’re seeing some positive indications.”NYDJ was founded in 2003 in Los Angeles and was formerly known as Not Your Daughter’s Jeans.
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