Paige Lorenze’s Dairy Boy Returns to New York With ‘Country Mart’ Pop-up Featuring Curated Vintage and Exclusive Items
Paige Lorenze’s lifestyle brand Dairy Boy is back in the Big Apple. The influencer’s vintage-inspired line of apparel, home goods and accessories returns to SoHo with a larger pop-up space featuring new and familiar items including bedding, realtree camouflage sweats and an updated range of U.S. Open-themed merchandise.
“I feel like I could release anything as long as it’s authentic to things that I wear and love, then it works, which is such a fortunate position to be in, because so many brands have to have one identity or one core product that they grow from,” Lorenze told WWD.
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Since launching Dairy Boy in 2021, Lorenze has expanded her brand’s offerings beyond graphic sweatshirts and trucker hats into denim, outerwear and sleepwear. In May, Lorenze spun off Dairy Boy into a home sublabel, American Charm. At Wimbledon, the influencer debuted her first ready-to-wear drop, a strapless tweed dress and a white skirt set. Pre-orders sold out within 48 hours.
Dairy Boy’s following has nearly tripled since the brand’s first pop-up, also pegged to the U.S. Open, in 2023. Tennis has become an integral part of Lorenze’s life — her boyfriend is tennis pro Tommy Paul, who recently scored his first Olympic medal in Paris.
Lorenze’s love of the sport inspired Dairy Boy’s first selection of curated vintage, which is available to shop only at the pop-up. Colorful windbreakers and retro Grand Slam graphic Ts (some also screenprinted with the Dairy Boy logo) will likely sell out fast.
“It’s something that you’ll have in your closet forever,” Lorenze said of each ultra-rare piece. “We did the work for you because we spent months digging through eBay to find these vintage tennis things.”
Most of Dairy Boy’s pop-up offerings can only be shopped there. Other exclusive items include a new colorway of the brand’s bestselling camo print, cropped barn jackets, poplin boxers, denim micro miniskirts and embroidered pajama sets.
Last year’s pop-up was inspired by Lorenze’s Connecticut cottage, but this time around, the space evokes an old school country mart, just like those she shopped at growing up in Vermont. Customers can have pictures taken at a vintage-style photo booth and sample sweets from a makeshift candy bar.
“If you spend time in the Northeast, you’ll see stuff like this, the dark wood, the leather, the green,” Lorenze explained, nodding to the boutique’s cowhide lounge furniture and deep emerald walls.
Visit the Dairy Boy pop-up at 25 Howard Street from Friday to Sunday. Hours are from 10 a.m. to 6 p.m. and prices range from $5 to $138.
Behind the Scenes of Dairy Boy’s First Ready-to-Wear Drop with Paige Lorenze [PHOTOS]
Launch Gallery: Behind the Scenes of Dairy Boy's First Ready-to-Wear Drop with Paige Lorenze [PHOTOS]
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