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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

Shop the Sale: 11/18 Holiday Party

Get into the holiday spirit at our in-person sale at NOT's design studio November 18th 5 - 8 PM. Up to 50% off select styles. Read more

Recent Music and Dance Collaborations

Highlighting a few artists you should know and meaningful community-centered projects to delve deeper into.  Read more

Creating theater: A peek behind-the-scenes

Documentary photos of new theater piece combining clothing, puppetry, and mime theater for St. Ann's Warehouse. Read more