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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

5 Reasons Why You Should Share a Wardrobe

Inspired by GQ's recent 25 reasons to share a wardrobe, here is our own edition! These gender-neutral styles in simple silhouettes will have you sharing with your bf/gf/sibling/friend/spouse in no ... Read more

Q&A : Fashion critic Bliss Foster

Q&A with fashion critic Bliss Foster, the man behind “The stories behind designer clothes: In-depth analyses of runway shows so we can better understand the artfulness of designer clothes.” Read more

How to wear a Monochrome Outfit: 4 Stylish Outfits to Try Now

 If the outfits worn by Michelle Obama, Kamala Harris, Jill Biden, and Hillary Clinton at the 2021 inauguration were any proof, monochromatic dressing is an easy way of looking effortlessly chic. Read more