NYDJ has been in the comfort game for 18 years with its stretch denim fabrications, and now it is applying that know-how to a new category.
The just-bowed women’s lifestyle brand is the first women’s collection available in wholesale.
“As a fit-first brand, it was important that our footwear category encompassed our core values of comfort and style,” said Steve Morales, NYDJ vice president of marketing. “Similar to the philosophy behind our denim, our shoes will never compromise between comfort for style or style for comfort. Our goal is to inspire confidence through well-fitting and stylish products.
The 9-piece collection, available in expanded sizes 5 to 11, features versatile, casual and dressy silhouettes like platform sneakers, slides, loafers and block heel sandals in suede, leather and novelties.
Some styles feature uppers made with NYDJ’s BlackLast fabric technology. Made from recycled plastic fibers, the soft, stretchy denim has a lasting color intensity with half the environmental impact of traditional denim.
The shoes come with additional memory foam padding in strategic areas and feature recycled rubber outsoles.
Indigo colourways, decorative rivets and denim-inspired double stitching all nod to the brand’s roots.
The foray into shoes is a continuation of NYDJ’s “2021 and beyond” strategy to evolve into a lifestyle brand. In addition to introducing an avant-garde collection with a higher price point than the main line and a new line of raised loungewear, NYDJ introduced a line of work-friendly black leggings and jeans that adjust to three sizes. .
“Our client has responded very well to the new products and categories that we have brought to her over the past year, which makes this an opportune time to present the shoes,” said Morales.
NYDJ is the second size-inclusive jeans brand to launch into footwear. Last December, denim brand Good American launched a shoe collection with 72 unique size variables ensuring all women have access to shoes that fit them. This fall, New York & Co. is also planning to launch a line of footwear designed by a new in-house designer.
NYDJ’s shoe collection sells for between $ 119 and $ 149. “We love our wholesale partners and are always looking to expand our presence,” said Morales. “We appreciate the trust, cooperation and support they have given us as we become a lifestyle brand. “