Based in New York City, NOT is a clothing brand for the actively curious. NOT experiments with the physical processes of getting in and out of clothing in order to make dressing a surprising, playful, and transformative experience within itself. Our interdisciplinary approach as a fashion studio has also led us to create a mobile app, printed zines, a fashion coloring book, animated films, and exhibitions.


Designer Jenny Lai grew up playing classical music, dancing, and acting. When she fell in love with clothing, she saw that dressing was another kind of performance- silent, intuitive, and one we acted out everyday. Like performing on stage, there was the adrenaline, the need to respond and adapt instantaneously, and an infinite possibility of change each time around. In 2011, NOT was born.         

Jenny Lai is a graduate of Rhode Island School of Design and has worked around the world from Amsterdam to Mexico City to South Africa with internationally renowned fashion brands such as Viktor & Rolf, Boudicca, Bibhu Mohapatra, and Carla Fernandez. As an independent consultant, she is passionate about guiding designers and companies on apparel product development and creative identity.

Jenny Lai designer



All collections are designed at our Upper West Side studio in New York City. Our womenswear collection is produced by seamstresses, tailors, and manufacturers in New York's Garment District with special care and attention. Our menswear styles are produced between New York City and Taiwan.



Our mobile app, #notonthestreets, offered a playful way to dress friends and strangers on the street in the dynamic fashions of NOT. Follow us on Instagram at @notonthestreets_app to see the snaps that were posted from around the world!



In addition to ready-to-wear collections, the brand creates custom performance-wear for musicians and dancers pushing the boundaries of interdisciplinary performance.  


Go to Performance-Wear


NOT produces collaborative, interdisciplinary work as a mobile studio around the world. Jenny Lai's 2014 collaboration with South African photographer Chris Saunders and performance artist Manthe Ribane culminated in exhibitions at the Museum of African Design (Johannesburg), Design Indaba (Capetown), and Wallplay Gallery (New York). 


Go to Mobile Projects


Visit our Manhattan shop-in-studio to try on any of the styles from NOT's Shop and enjoy a personal, informal meet & greet with the designer. Book your visit here. We are located next to Lincoln Center, the performing arts center of New York.

Sign up on our mailing list for the next Open Studio dates. A peephole into NOT's world of imagination by filmmaker Redha Medjellekh: