The original owner of this now famous jean line came to us in 2008. “Put it on the map”, he said. No one had ever heard of the brand. We started with a relatively small budget, but our concepts and positioning yielded maximum effect. The brand took off like wildfire, suddenly sold in all major department stores. Within 18 months we were advertising NYDJ nationally in magazines, on radio and on outdoor. By 2010, Not Your Daughter’s Jeans was bought by a private equity firm.