NOT is an experimental womenswear brand based in New York City that combines artistry and function to create a living wardrobe.
The word 'not' represents the space around the solid and tangible, the hidden spaces within the folds of the clothing, and the open spaces where you reveal yourself surprisingly. It negates the solid and tangible in favor of space, imagination, and movement.
Unafraid of standing alone, the NOT woman defines herself as being unlike the rest.
If you are like me, come in.
Photo by Adolfo Doring
Beyond her studies at Rhode Island School of Design, Jenny Lai strove to experience design from all different angles of the industry. This led her to study traditional artisans’ techniques in a studio in Mexico city, design jewelry for a women’s cooperative in Rwanda, and apprentice in the atelier of Viktor & Rolf in Amsterdam and Boudicca in London. She returned to New York in 2011 to form her own studio.
In addition to ready-to-wear, Jenny also creates custom performance-wear for musicians and dancers pushing the boundaries of interdisciplinary performance. The act of "performance" is a motivating force of the brand, inspiring her recent 2014 project in South Africa working with designers and artists involved in original subcultures.