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You’ve reached a place in your life when you’ve learned to truly live. Moving stylishly forward with calm confidence and a beautiful thing called grace. You want a jean that moves with you, shapes you, uplifts you, loves you and lives with you.

Love your life. Love your curves. NYDJ.

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BRAND DNA®

  • Feminine
  • Stylish
  • Flattering
  • Comfortable
  • Premium
  • Inclusive
  • Empowering
  • Confident

You’ve reached a place in your life when you’ve learned to truly live. Moving stylishly forward with calm confidence and a beautiful thing called grace. You want a jean that moves with you, shapes you, uplifts you, loves you and lives with you.

Love your life. Love your curves. NYDJ.

Assignment
Reclaim ownership of the “original slimming fit” to show an entire generation of new consumers the power of the perfect fit. Create a story around an evolved NYDJ lifestyle brand to be communicated across all consumer touch points.

Target
Women ages 35-54 who put fit first, followed by comfort and style. She wants to feel attractive, and admired no matter her age or size. And she’s willing to pay a premium price for a quality pair of jeans that provide both physical and emotional comfort.

Insight
Research revealed that there is a transformative power to finding a perfect fitting pair of jeans. Women struggle to find a jean that fits well and looks good, but when they do, it makes all the difference. It can change the trajectory of your day. It makes you walk lighter, smile brighter, and project the very best version of yourself.

We tapped into the self-confidence that comes from finding the perfect pair of jeans. That combination of emotional and physical comfort helps move NYDJ beyond a purely functional “slimming” jean and leverages a richer, emotional territory in consumers’ minds. Only NYDJ can deliver the confidence that comes when you look good and feel good.

Execution
Toth+Co transformed the brand from Not Your Daughter’s Jeans, a niche product and passion brand, to NYDJ, a global lifestyle brand. To capitalize on the brand’s potential, Toth+Co evolved the name and created a premium look and feel to message the idea of a fit that transforms. The new brand image was felt at all consumer touch points, including a redesign of an ecommerce site that became the #1 door for the brand. Toth+Co’s initiatives created a full-funnel marketing impact with an inclusive message heralding the emotional and physical impact of a great fitting jean.

Results

  • Toth+Co’s rebranding of Not Your Daughter’s Jeans to NYDJ via a new logo and brand voice, resulted in a 10% increase in aided consumer awareness of NYDJ, a 15% increase in email net customer acquisition, and a 5% increase in positive brand perception (Q1 vs. Q4 – 2012)
  • We designed an ecommerce site that became the number 1 door for the brand in the first year it went live:
    • Grew e-commerce site $10 million in 18 months
    • Increased sales 30% in year one
  • Our Fall ’13 TV campaign, gave the brand its first celebrity spokesperson. Helping drive ecommerce and wholesale by 37% and 3% YOY
  • Our Spring ’16 FitToBe Campaign delivered over 1 billion earned media impressions offline and online, outperformed the category with a CTR of .85% and resulted in a 10% increase in visitors to NYDJ.com

Growth
With a stronger overall brand image, NYDJ re-launched the brand in domestic markets and expanded the brand globally. The successful re-launch helped increase sales from $100 million to $130 million in one year – an increase of 30%.

After 5 years with Toth+Co., NYDJ sales increased from $80 million to $220 million and the business model moved from wholesale and ecommerce to include brick and mortar locations.

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Optimism

Optimism is the belief that anything is possible if you put your mind to it.
It’s the power to change, to make the world a better place.

Optimism is our life philosophy and business strategy.
When you believe in better, it creates the space for it to exist.

The Videos


Dreamt up by our late
founder, Mike Toth, as
he was battling throat cancer,
these videos tell an uplifting
story about finding the
silver lining in
life’s challenges.

Watch Videos

Create Optimism


To us, line art
symbolizes the future’s
vibrant colorful potential.
Upload any JPG file below to
create your own customized
Optimism line art.

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MIKE TOTH

1952 – 2014

Mike taught us to find the soul in things: people, brands, ourselves. The soul is our true north, and it must be coveted. We rely on it when the waters get rough. When storms roll in. When we lose our way.

Technologies change. Trends come and go. Seasons pass. New generations carry on. Toth+Co looks to the future with fresh eyes, innovative minds and exciting new talent. The waters out there are uncharted, but we’re following our true north, just like Mike taught us.