ABOUT

Designed and produced in New York City, NOT is an independent designer clothing brand founded by Jenny Lai, inspired by dressing as performance.

Lai 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 we acted out everyday. Her interdisciplinary approach to fashion reveal an instinct for the expansive possibilities of movement and interaction.

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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.

Featured Product

Strut with Pup Fashion Coloring Book by Jenny Lai and Icy Tan
Strut with Pup Fashion Coloring Book by Jenny Lai and Icy Tan
Strut with Pup Fashion Coloring Book by Jenny Lai and Icy Tan
Strut with Pup Fashion Coloring Book by Jenny Lai and Icy Tan
Strut with Pup Fashion Coloring Book by Jenny Lai and Icy Tan

Strut with Pup Coloring Book

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. Share your drawings with us using #strutwithpupcoloringbook!

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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Blog

How to care for different fabrics

Here is our guide for how to care for different fabrics, especially with designer clothes that you want to last as long as possible.  Read more

Clothing as Puppetry

Experiments and process in examining puppetry for St. Anns Warehouse residency. Read more

Design meanderings : Ryūe Nishizawa and Richard Leplastrier

Meandering thoughts on Beka and Lemoine's film Tokyo Ride on architect Ryūe Nishizawa and Framing the View on architect Richard Leplastrier. Read more

New York | Lincoln Center UWS

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

Mon - Sat. 9 AM - 7 PM

By appointment only

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