NOT

Based in New York City, NOT is an independent fashion brand for the actively curious. We aim 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 viola and piano, 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. Lai’s interdisciplinary approach to fashion reveal an instinct for the expansive possibilities of movement and interaction.

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.

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