NOT is a clothing brand for the actively curious. Through experimenting with the physicality of dressing, we aim to make dressing a surprising, playful, and transformative experience within itself. 

All design and patternmaking originate at our Upper West Side studio and is crafted in small quantities right in New York City. In addition to ready-to-wear, designer Jenny Lai creates custom performance-wear for musicians and dancers pushing the boundaries of interdisciplinary performance.  Learn more here.