Racked is no longer publishing. Thank you to everyone who read our work over the years. The archives will remain available here; for new stories, head over to Vox.com, where our staff is covering consumer culture for The Goods by Vox. You can also see what we’re up to by signing up here.
Image via WWD
artist denim brand formally known at Not Your Daughter's Jeans has spent over a year transforming to the sleeker-sounding NYDJ, and now they have a big ol' shop-in-shop to further the transition. At 1,200 square feet, the space inside Bloomingdale's 59th Street is the brand's largest to date, replete with silver display cases, gunmetal fixtures, and deep violet accents.
While the name change and the shiny new shop are certainly geared toward capturing a wider audience—perhaps even those Daughters—the brand hasn't done too bad for itself thusfar. A Bloomingdale's exec who heads up the contemporary department says that in the last three years, NYDJ has become one of the top five denim brands for the retailer. Price points that rarely top $120 paired with a guarantee to "make you feel a size smaller" certainly don't hurt the brand's chances to cast a wider net.
· NYDJ Gets Shop Treatment at Bloomingdale's [WWD]
· Get Body-Scanned for Denim With Me-Ality at Bloomingdale's [Racked NY]
· From Cheap to Boutique: Where to Buy Denim in NYC [Racked NY]