Wonder jeans start revolution in Europe

Not Your Daughter’s Jeans (NYDJ), the innovative jeans brand that has conquered the United

States will start its revolution in Europe in 2010. Last weekend a campaign was launched for Germany, England and The Netherlands in Cologne where residents were confronted with exceptional jeans hanging from lampposts.

NYDJ are not called wonder jeans for nothing. These jeans look a size smaller, thanks to the innovative ‘Lift Tuck Technology’. They are made with more elastic Lycra, making them more comfortable. The real secret hides in the weaving technique, as the patented criss-cross design ensures more stretch in the front, making the stomach flatter and lifting the rear. Thanks to this, women seem to wear jeans that are one size smaller, sometimes even two.

In the United States, the jeans caught on quickly, not in the least because Oprah Winfrey called NYDJ ‘the best fitting and most comfortable jeans ever made’ on her show. According to her, NYDJ are ‘the number one jeans for real women with real curves’.

While the total US jeans market dropped 0,5 percent in the first four months of 2009, NYDJ shares rose by 27,2%. In this period a total of 165,000 jeans were sold, placing NYDJ in the Top 3 jeans brands according to American research firm, NPD.

In Europe 300,000 women already wear NYDJ and the jeans are currently being sold in 1,100 shops. In 2010 the brand will start a big campaign to increase its notoriety, which is why NYDJ opened a new European head office in Amsterdam this year. The kick-off of the campaign was held in Cologne where the brand has achieved spectacular sales figures in such a short time. Besides jeans on lampposts, last weekend NYDJ projected big pairs of jeans on buildings and had hostesses walk through the city with fitting room mirrors. “This is how we celebrated the success we have had until now in Germany. Today we have a network of agencies throughout Europe and we are still expanding it. Despite the crisis, sales are increasing all over Europe,” says Marketing Coordinator Lyanne Simon of NYDJ Europe.