Paige Lorenze wearing Miu Miu at Indian Wells Open
courtesy of paige lorenze
We might know fashion brand owner, influencer, and trend trailblazer Paige Lorenze for her YouTube videos, or her fashion line, Dairy Boy. The brand is a nostalgic romp through casual cottagecore with tennis capsule collections. A nice change of pace from your typical city content, tuning into Lorenze’s channels feels like a return to laid back, wholesome living (think: regular horseback rides in chunky knits, or sipping herbal tea in oversized camo sweats). Having grown up in Connecticut, and lived in New York City, and Vermont, Lorenze is currently in California for the Indian Wells Open. She’s continuing her globetrotting support for her boyfriend, American tennis player Tommy Paul, who she has been dating since 2022.
She has a sports background herself, having trained as a downhill skier at the Burke Mountain Academy, before studying at The New School and Parsons in New York. She launched Dairy Boy in 2021, and the brand’s signature items include her high design baseball caps, her camo crewneck, her jeans, which come in light and dark washes.
Paige Lorenze in Miu Miu at Indian Wells Open
courtesy of paige lorenze
She recently opened her new Dairy Boy headquarters in downtown Los Angeles, a lofty 4,000 square foot office space, as it plans to expand a home collection. “The new office has allowed me to embrace my role as a founder and creative director,” said Lorenze. Her team is growing with new employees, and the office will overlap as a shooting studio for her brand and socials. “It’s a dream because everything we do is collaborative,” she said.
Paige Lorenze in LA
Lue Raymond
She certainly has the fanbasep who are willing to show up. At the Dairy Boy pop-up during the US Open in New York, hundreds of fans lined up to get a pair of the brand’s jeans, which was captured in an episode of Netflix’s Break Point .
Lorenze is often overlooked for her sharp branding expertise, and Dairy Boy’s success lies in the fact that it has a very specific aesthetic. “The brand’s ethos is nostalgic and simple,” she said. “It’s about nature and going back to your roots. That’s what resonates with people.”
Inside the Dairy Boy headquarters in downtown Los Angeles
courtesy of paige lorenze
At Indian Wells, Lorenze has been sporting an outfit from Miu Miu; a stylish ribbed tank top with an embroidered logo alongside a khaki skirt. She paired up the outfit with a pair of corduroy 574 sneakers that the brand created in collaboration with New Balance, which created a collection with Paul. “The look is inspired by the palette of the palm trees and desert that makes up the gorgeous landscape of Indian Wells,” said Lorenze.
Setting trends in the sports space—mostly high fashion mashups with key preppy pieces—is part of Lorenze’s journey of fusing together fashion and sports, a space we’re seeing grow in 2024. Think about it: It’s comfy, everyday friendly, and stylish in an easy way. It’s almost like elevated athleisure, with a luxury twist.
“The evolving intersection between sports and fashion has allowed me to work with my dream brands, like Prada who dressed me in a re-edition vintage dress for the Australian Open,” she said.
It proves that tenniscore, a fashion movement that bubbled on social media back in 2022, is not dead. This luxury athleisure movement, which often has a touch of vintage flair, is timeless. “To me, tenniscore is more than a trend,” said Lorenze. “It’s a fashion movement that fuses the classic, historical styles in tennis with modern ready-to-wear pieces.”
The DB wool hat by Dairy Boy
dairy boy
Lorenze cites the recent rise in vintage-inspired looks, from retro-looking sneakers to 1970s-esque colors on V-necks and skirts. It’s fun, and it makes you want to hit the court. “Tennis fashion has always been iconic, and I love that we are in a way paying respect to tennis fashion,” she says. “I love that tenniscore has drawn more people to the sport. We’re also seeing classic silhouettes from the court to now be worn every day.”
Lorenze is gearing up to launch a project with Canadian tennis player, Ayan Broomfield, next month. “There is no doubt that we will continue to see a rise in tenniscore in 2024,” she said.
Naturally, as the partner to Paul, Lorenze has tennis as part of her everyday life. It ties into Lorenze’s own inspiration, which draws back to her home and lifestyle in her New England cottage in Connecticut. It’s also part of the inspiration for her forthcoming bedding and homeware product lines.
“As our brand continues to expand, it’s important to encourage other women to step into entrepreneurial roles themselves,” said Lorenze. “Being a woman is so powerful—especially in business.”
Relaxed straight leg denim in dark wash
dairy boy
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