new film: "from within"

A fashion collaboration with percussionist Mike Truesdell

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A note from the designer

Thank you so much for visiting NOT’s virtual fashion home.

Currently, designer Jenny Lai is taking a sabbatical for creative research and is away from New York City. During this time, you will find that orders are on pause, but all of our styles, blog posts, and collaborative projects are still here for your browsing pleasure! Shipping will resume in November, so if you would like to reserve certain styles, send us a message. Curious about the designer's journeys? Visit our blog or sign up for our newsletter! Also, don’t hesitate to send us an email for upcoming project enquiries; we’re always happy to hear from you.


Designed and produced in New York City, NOT is an independent designer fashion brand founded by Jenny Lai, inspired by dressing as performance.

Jenny grew up playing classical music, dancing, and acting. When she received her first sewing machine at age 12, she saw that dressing was another kind of performance- silent, intuitive, and one acted out everyday. Through her designs, she aims to inspire playfulness, individual expression, and confidence.

She is also passionate about designing custom performance-wear for musicians and dancers pushing the boundaries of interdisciplinary performance.

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Performance wear



All collections are designed at our Upper West Side Studio in New York City. We seek out remnant fabrics when possible, resulting in unique finds and flexibility to customize. Every garment is cut in-house for production. We partner with exceptional tailors and manufacturers in the Garment District for our made-to-order and small quantity runs.


Inside Designer's Sketchbook: Tokyo Street Style

Designer Jenny Lai's street style sketches from Tokyo, Japan. Read more

Traditional Japanese Stencil Dyeing: A visit to Tomita Dye Crafts

Tomita Dye Crafts specializes in Komon dyeing, a traditional Japanese dye technique using resist paste and hand-cut stencils of small scale patterns. Come behind-the-scenes with designer Jenny Lai ... Read more

Bioplastic reimagined through a couture lens

Bioplastic reimagined through a couture lens. Notes from our June 2022 design residency with Lien Tong at Gem Studio Oakland. Read more