featured in
ABOUT
Designed and crafted in New York City, NOT is an independent designer fashion brand founded by Jenny Lai, inspired by dressing as performance.
Jenny grew up playing classical music, dancing, and acting. When she received her first sewing machine at age 12, she saw that dressing was another kind of performance- silent, intuitive, and one acted out everyday. Through her designs, she aims to inspire playfulness, individual expression, and confidence.
She is also passionate about designing custom performance-wear for musicians and dancers pushing the boundaries of interdisciplinary performance.
THOUGHTFUL PRODUCTION
All collections are designed at our Upper West Side Studio. We believe in thoughtful production: sourcing from designer overstock fabrics and crafting in small batches in New York City. Every garment is cut in-house for production and we partner with exceptional tailors and manufacturers in the Garment District.
Blog
November 6 - 8 NOT will be popping up at Barbosa's jewelry shop in midtown Manhattan, joined by Brazilian leather accessories brand Volta Atelier.
Read more
'Spectacle' at Tonhain Berlin: May 15 2026
A collaborative concert in Berlin in May 2026 brings together music and fashion in a shared exploration of feminist resistance in the early 20th century.
Read more
Introducing the Films of the Mini Jacket Capsule
A series of short films as gestural poems that express NOT's Mini Jacket Capsule.
Read more