Before the lifestyle brand Dairy Boy had a logo or a single follower, Paige Paul—formerly Paige Lorenze—was a New School student crafting a mood board made up of vlogs and pictures.

In 2021, that vision became the Dairy Boy brand—a name inspired by Paul’s love of dairy products like whole milk, which, in the age of oat milk lattes, seemed radical.

Paul, who now has an audience of more than 2.3 million across platforms, filled the brand with products that showcase pieces of her life. Her upbringing on the East Coast and the changing seasons translate into white eyelet cotton dresses in the summer and colorful fleece jackets in the winter. Then there’s the Instagram-ready pajama sets, and a sporty drop just in time for a US Open run by her husband, the American tennis player Tommy Paul. (He made it as far as the Round of 16 this year.)

“Before I had a brand, I feel like I was building a world,” Paige Paul tells Fast Company.

Now, that world of patterns and Americana lore is growing past the sold-out drops and pop-ups with hour-long lines. Dairy Boy is partnering on a limited-edition collaboration with Hanes that will sell online and at more than 1,200 Target stores nationwide beginning November 14.

Dairy Boy’s first major collaboration since it launched five years ago pairs Paul’s Americana dream with a staple of that fantasy: a brand built on comfort and functionality just like hers, but rooted in basics that were lacking in her existing collections.

Source link