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ABOUT

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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THOUGHTFUL PRODUCTION

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.

New York | Lincoln Center UWS

Complimentary in-house experience with the designer: styling consultation, fitting, and customization.

By appointment only

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Blog

Next Open Studio : 8/18 - 8/19

You're invited! Book a time to stop by our Upper West Side studio, located steps from Lincoln Center, to discover our new styles and colorways and try them on! Most styles can be preordered in you... Read more

Fashion Film featuring NOT's Beaded Suit

Short fashion film showcasing NOT's Beaded Collarless Jacket and Bead Hem Pants. Read more

Orchestrated Single Exposures with Geoff Robertson

A marriage of classical music, photography, and engineering. Discover how artist Geoff Robertson created the single exposure portrait of violinist Audrey Wright and pianist Yundu Wang, dressed in NOT. Read more