NYDJ or NYDJ Apparel, LLC, formerly known as Not Your Daughter’s Jeans, is a women’s denim and casual apparel brand based in Vernon, California. Founded in 2004 and privately-held by Crestview Partners and Maybrook Capital Partners, NYDJ designs and sells items such as jeans, pants, tops, sweaters, jackets and dresses through retail and factory stores in the United States, Europe, New Zealand, Australia, Japan, and Canada among other locales. In March 2016, the NPD Group ranked NYDJ "the number-one women's denim brand at department stores in the United States" by dollar volume, a ranking it has maintained since 2011. With celebrities such as Helena Christensen, Christie Brinkley, Ashley Graham, Lana Ogilvie, and Bridget Moynahan having served as spokespeople for the brand, NYDJ markets its jeans as fitting "all ages, shapes and sizes.".