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Designed and produced in New York City, NOT is a women and menswear brand founded by Jenny Lai, inspired by dressing as performance. Through experimenting with the physicality of dressing, NOT aims to make dressing a surprising, playful, and transformative experience within itself. 

Featured Product

Strut with Pup Coloring Book
Strut with Pup Coloring Book
Strut with Pup Coloring Book
Strut with Pup Coloring Book
Strut with Pup Coloring Book

Strut with Pup Coloring Book

Pre-order launching October 1st. Estimated ship date from NYC is mid to late November.

This special edition fashion coloring book is a collaboration between New York-based designer Jenny Lai and Chengdu-based illustrator Icy Tan. Inspired by characters from New York City and Chengdu wearing NOT designs, this coloring book features 40 original illustrations with tear-out perforation for easy coloring and framing.

Copyright 2020 by Icy Tan & Jenny Lai | 8.5" x 10.5" | 84 pages paperback

For customers in China, please purchase through this QR code: 

qr code strut with pup



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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.


Celebrating the ability to move freely between cultures and disciplines.



Backstage Journal | NOT at New York Fashion Week

A backstage look behind our New York Fashion Week show, as seen by two photographers. Read more

Strut with Pup Coloring Book Contest

We are so so excited to launch the preorder for NOT x Icy Tan's fashion coloring book 'Strut with Pup'! Win the book with our coloring book contest. Read more

Livestream with guest stylist Marcia Crivorot

Check out our livestream from the studio with styling tips from personal stylist, Marcia Crivorot. Click through to view each style cued up in our livestream. Read more


Clothing is our instrument for storytelling. NOT reimagines performance-wear for musicians and dancers pushing the boundaries of interdisciplinary performance.