Ownership Submission
FORM 4
Check this box if no longer subject to Section 16. Form 4 or Form 5 obligations may continue. See Instruction 1(b).
UNITED STATES SECURITIES AND EXCHANGE COMMISSION
Washington, D.C. 20549

STATEMENT OF CHANGES IN BENEFICIAL OWNERSHIP OF SECURITIES

Filed pursuant to Section 16(a) of the Securities Exchange Act of 1934, Section 17(a) of the Public Utility Holding Company Act of 1935 or Section 30(h) of the Investment Company Act of 1940
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(Print or Type Responses)
1. Name and Address of Reporting Person *
Toal Sheamus
  2. Issuer Name and Ticker or Trading Symbol
New York & Company, Inc. [NWY]
5. Relationship of Reporting Person(s) to Issuer
(Check all applicable)
_____ Director _____ 10% Owner
__X__ Officer (give title below) _____ Other (specify below)
EVP and CFO
(Last)
(First)
(Middle)
450 W. 33RD STREET, 5TH FLOOR
3. Date of Earliest Transaction (Month/Day/Year)
06/29/2009
(Street)

NEW YORK, NY 10001
4. If Amendment, Date Original Filed(Month/Day/Year)
6. Individual or Joint/Group Filing(Check Applicable Line)
_X_ Form filed by One Reporting Person
___ Form filed by More than One Reporting Person
(City)
(State)
(Zip)
Table I - Non-Derivative Securities Acquired, Disposed of, or Beneficially Owned
1.Title of Security
(Instr. 3)
2. Transaction Date (Month/Day/Year) 2A. Deemed Execution Date, if any (Month/Day/Year) 3. Transaction Code
(Instr. 8)
4. Securities Acquired (A) or Disposed of (D)
(Instr. 3, 4 and 5)
5. Amount of Securities Beneficially Owned Following Reported Transaction(s)
(Instr. 3 and 4)
6. Ownership Form: Direct (D) or Indirect (I)
(Instr. 4)
7. Nature of Indirect Beneficial Ownership
(Instr. 4)
Code V Amount (A) or (D) Price
Common Stock               22,474 (1) (2) D  

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Table II - Derivative Securities Acquired, Disposed of, or Beneficially Owned
(e.g., puts, calls, warrants, options, convertible securities)
1. Title of Derivative Security
(Instr. 3)
2. Conversion or Exercise Price of Derivative Security 3. Transaction Date (Month/Day/Year) 3A. Deemed Execution Date, if any (Month/Day/Year) 4. Transaction Code
(Instr. 8)
5. Number of Derivative Securities Acquired (A) or Disposed of (D)
(Instr. 3, 4, and 5)
6. Date Exercisable and Expiration Date
(Month/Day/Year)
7. Title and Amount of Underlying Securities
(Instr. 3 and 4)
8. Price of Derivative Security
(Instr. 5)
9. Number of Derivative Securities Beneficially Owned Following Reported Transaction(s)
(Instr. 4)
10. Ownership Form of Derivative Security: Direct (D) or Indirect (I)
(Instr. 4)
11. Nature of Indirect Beneficial Ownership
(Instr. 4)
Code V (A) (D) Date Exercisable Expiration Date Title Amount or Number of Shares
Options to Purchase Common Stock $ 1.46               (3) 11/19/2018 Common Stock 25,000   25,000 D  
Options to Purchase Common Stock $ 4.74               (4) 03/19/2018 Common Stock 50,000   50,000 D  
Options to Purchase Common Stock $ 16 06/29/2009   D     20,000 (5)   (6) 03/21/2017 Common Stock 20,000 $ 0 0 D  
Options to Purchase Common Stock $ 3.28 06/29/2009   A   15,512 (5)     (7) 03/21/2017 Common Stock 15,512 $ 0 15,512 D  
Option to Purchase Common Stock $ 15.76 06/29/2009   D     20,000 (5)   (8) 03/15/2016 Common Stock 20,000 $ 0 0 D  
Options to Purchase Common Stock $ 3.28 06/29/2009   A   14,141 (5)     (9) 03/15/2016 Common Stock 14,141 $ 0 14,141 D  
Option to Purchase Common Stock $ 19.34 06/29/2009   D     30,000 (5)   (10) 04/04/2015 Common Stock 30,000 $ 0 0 D  
Options to Purchase Common Stock $ 3.28 06/29/2009   A   16,477 (5)     (9) 04/04/2015 Common Stock 16,477 $ 0 16,477 D  
Option to Purchase Common Stock $ 17 06/29/2009   D     15,000 (5)   (11) 10/06/2014 Common Stock 15,000 $ 0 0 D  
Options to Purchase Common Stock $ 3.28 06/29/2009   A   8,053 (5)     (9) 10/06/2014 Common Stock 8,053 $ 0 8,053 D  

Reporting Owners

Reporting Owner Name / Address Relationships
 Director  10% Owner  Officer  Other
Toal Sheamus
450 W. 33RD STREET
5TH FLOOR
NEW YORK, NY 10001
      EVP and CFO  

Signatures

 Linda Gormezano, attorney in fact /s/ Linda Gormezano   07/01/2009
**Signature of Reporting Person Date

Explanation of Responses:

* If the form is filed by more than one reporting person, see Instruction 4(b)(v).
** Intentional misstatements or omissions of facts constitute Federal Criminal Violations. See 18 U.S.C. 1001 and 15 U.S.C. 78ff(a).
(1) On November 19, 2008, the Reporting Person was granted an award of restricted stock in connection with the modification of the Company's Spring 2009 bonus plan. The Company, its senior management and its Board of Directors have agreed to modify the spring bonus plan under the Company's Incentive Compensation Plan, such that target bonuses for senior management will be reduced by 50% and will not be paid with cash but rather will be paid with an award of the Company's common stock if the Company achieves the applicable operating income targets for Spring 2009 that were approved by the Compensation Committee of its Board of Directors. For a further description of the Company's Incentive Compensation Plan, refer to its 2009 Proxy Statement filed with the Securities and Exchange Commission on May 15, 2009.
(2) Includes 22,474 shares of restricted stock described in footnote #1.
(3) The options become exercisable in four annual installments on the following dates: 6,250 shares on November 19, 2009; 6,250 shares on November 19, 2010; 6,250 shares on November 19, 2011; and 6,250 shares on November 19, 2012.
(4) The options become exercisable in four annual installments on the following dates: 12,500 shares on March 19, 2009; 12,500 shares on March 19, 2010; 12,500 shares on March 19, 2011; and 12,500 shares on March 19, 2012.
(5) The Company canceled the stock option awards granted to the Reporting Person on October 6, 2004, April 4, 2005, March 15, 2006, and March 21, 2007, pursuant to the Company's stock option exchange program approved by the Company's shareholders on June 29, 2009. In exchange for each canceled option award, the Reporting Person received a replacement option award for a lesser number of stock options with an equal fair value and an exercise price equal to the closing price of the Company's common stock on the date of grant (June 29, 2009).
(6) The canceled options were exercisable in five annual installments on the following dates: 3,000 shares on March 21, 2008; 3,000 shares on March 21, 2009; 4,000 shares on March 21, 2010; 5,000 shares on March 21, 2011; and 5,000 shares on March 21, 2012.
(7) The options become exercisable on the following dates: 11,634 shares on June 29, 2011 and 3,878 shares on March 21, 2012.
(8) The canceled options were exercisable in five annual installments on the following dates: 3,000 shares on March 15, 2007; 3,000 shares on March 15, 2008; 4,000 shares on March 15, 2009; 5,000 shares on March 15, 2010; and 5,000 shares on March 15, 2011.
(9) The options become exercisable on on June 29, 2011.
(10) The canceled options were exercisable in five annual installments on the following dates: 4,500 shares on April 4, 2006; 4,500 shares on April 4, 2007; 6,000 shares on April 4, 2008; 7,500 shares on April 4, 2009; and 7,500 shares on April 4, 2010.
(11) The canceled options were exercisable in five annual installments on the following dates: 2,250 shares on October 6, 2005; 2,250 shares on October 6, 2006; 3,000 shares on October 6, 2007; 3,750 shares on October 6, 2008; and 3,750 shares on October 6, 2009.
 
Remarks:
Except as outlined above, the filing of this Form shall not be deemed an admission that the Reporting Person is the beneficial owner of the securities for purposes of Section 16 of the Securities Exchange Act of 1934, as amended, or for any other purpose.

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