I had a recent request from a reader to write a piece on these.
(I love requests BTW).
Have you seen this brand?
They are actually called Not Your Daughter’s Jeans.
The ads are up all over Manhattan.
They are presumably aimed at middle aged moms with teenage daughters.
They offer style (sort of) with a special tummy tuck panel.
In the spirit of full disclosure I actually own a pair… well two pairs.
I bought them in a non Jenny Craig moment when no other jeans seemed to fit.
And they do live up to their promise.
They are super comfortable and (passably) stylish.
But I’m guessing the reader who posed this question didn’t want a peek into my closet.
They’re interested in discussing this branding approach of “not”.
The first thing that comes to my mind is the “not your father’s Oldsmobile” campaign of a few year’s back.
But obviously there are a few differences.
For starters that was an ad campaign and not something more permanently tied to the brand – like a name.
In that case as well the comparison was to something negative (e.g. a perception of an outdated car).
In the case of NYDJ the “not” is reference to something seemingly desirable.
My daughter’s jeans are adorable. They’re slim and stylish and always look great on her.
So at first glance, this seems an odd branding choice.
But when you scratch below the surface there is something interesting, even empowering, here.
I think the makers of these jeans are giving mid life women a permission slip.
“Stop trying to squeeze into something not meant for you and feel comfortable in where you are at.”
Age happens, bodies change.
But along with this comes wisdom and hopefully acceptance (and even enjoyment) with a more liberating stage of life.
Sure I’d love to have the slim figure of a teenager.
But the angst, the low self-esteem and the constant self-questioning about how you look and whether you’ve got the same jeans as the cool girls in school?
No thanks. Been there. Done that.
As the target for NYDJ, I am ready for a brand that recognizes this.
I’m ok that they’re not my daughter’s jeans.
That’s my point of view. What’s your twist?
Is this good or bad branding?