Not Your Daughter's Jeans Taps Kevin Mahoney as President

VERNON, Calif., May 27, 2011 /PRNewswire/ -- Not Your Daughter's Jeans (NYDJ) announced that apparel industry veteran Kevin Mahoney has been named NYDJ's new President.

(Logo:  http://photos.prnewswire.com/prnh/20110527/NY10161LOGO)

Mahoney, an experienced apparel executive, was most recently President and CEO of Hartstrings, a wholesaler and retailer of children's better collection apparel in Philadelphia, PA. Prior to his post at Hartstrings, Kevin was the President of Chaps Ralph Lauren and President of The Arrow Shirt Company where he spent 18 years in several leadership roles.

"Kevin is a versatile executive with excellent leadership skills and a deep understanding of the industry," said Edwin Lewis, Chairman and CEO of NYDJ. "I feel confident that Kevin's experience and knowledge will help enhance our growing NYDJ business."

Mahoney will be responsible for all aspects of the brand's business strategy and operations. He will be based in NYDJ's Vernon, CA office and will report to Lewis.

NYDJ is known for the original slimming jean, featuring fashionable and comfortable denim styles that help women look and feel a size smaller. The brand has quickly developed a cult following among women worldwide, witnessed through thousands of "thank you" letters from satisfied customers and a strong sales record at major department stores.

"I'm thrilled to take on this exciting new opportunity and lead the continued expansion of the NYDJ brand," said Mahoney. "NYDJ offers a design and quality proposition which is truly unique to the marketplace, and I plan to leverage the successful connection that NYDJ has established with consumers both domestically and internationally."

ABOUT NYDJ

Founded in 2003, Not Your Daughter's Jeans (NYDJ) introduced a revolutionary jean that was both comfortable and figure-flattering, igniting a cult following among women worldwide. Every NYDJ style features the brand's signature Lift Tuck® technology, which flattens the stomach, lifts and subtly reshapes your curves so you look and feel a full size smaller. NYDJ is available through better department stores and boutiques in 30 countries worldwide, including Nordstrom, Bloomingdale's and Macy's in the US. The brand now offers jeans, skirts, chinos and dress trousers in misses, petite and plus sizes – all with NYDJ's signature fit, comfort and style.  NYDJ denim is crafted in the United States with the highest quality standards and attention to detail. Please visit NYDJ.com for more information.

SOURCE Not Your Daughter's Jeans (NYDJ)