Not Your Daughter’s Jeans has named Kevin Mahoney as president, succeeding Todd Howard, who exited the company in March.

Mahoney was most recently president and chief executive officer of Hartstrings, a wholesaler and retailer of children’s better collection apparel based in Philadelphia.

Previous to that role, Mahoney was president of Warnaco’s licensed Chaps business and president of the Arrow Shirt Co. prior to its acquisition by Phillips-Van Heusen Corp.

“Kevin is a versatile executive with excellent leadership skills and a deep understanding of the industry,” said Edwin Lewis, chairman and ceo of Vernon, Calif.-based Not Your Daughter’s Jeans. “I feel confident that Kevin’s experience and knowledge will help enhance our growing NYDJ business.”

Founded in 2003, Not Your Daughter’s Jeans targets women in their 30s, 40s, 50s and up with its signature “Lift Tuck” design feature that helps slim and reshape the mature figure. The brand is sold in 30 countries and its distribution in the U.S. includes Nordstrom, Bloomingdale’s and Macy’s.

Two years ago, private equity firm Falconhead Capital acquired a controlling interest in the company.

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