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ABOUT

Designed and crafted 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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Performance wear

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THOUGHTFUL PRODUCTION

All collections are designed at our Upper West Side Studio and crafted in small batches in New York City. We believe in thoughtful production, sourcing designer overstock and remnant fabrics which result in unique finds and the flexibility to customize. Every garment is cut in-house for production and we partner with exceptional tailors and manufacturers in the Garment District.

Blog

Introducing the Films of the Mini Jacket Capsule

A series of short films as gestural poems that express NOT's Mini Jacket Capsule. Read more

Pop-Up at Not A Normal Market Sept 26 - 28

Shop with us in-person Sept 26 - 28 at Not-A-Normal Show at Canyon Essex, 198 Broome Street. Read more

Profile: Choreographer and movement director Elena Vazintaris

Elena Vazintaris is a Chilean-Greek choreographer, movement director, and filmmaker who stars in our Mini Jacket Capsule campaign. Read our conversation here. Read more