Paige Lorenze is getting Us hyped for a cozy, New England girl fall already.
Lorenze’s covetable lifestyle brand, Dairy Boy — known for its feel-good clothing, accessories and home essentials reminiscent of that cottage core aesthetic and laid-back East Coast style — hosted its third official pop-up this past weekend from Friday, August 15, to Sunday, August 17, on the cobblestone-lined Greene Street block in New York City’s SoHo neighborhood.
Loyal fans and excited shoppers gathered to experience the label’s AW25 “Evergreen” line: the brand’s first-ever permanent collection, set to launch online in early September.
“It’s definitely, by far, the most special and big one yet,” the influencer exclusively told Us Weekly of the buzzy event. “Past pop-ups were focused on limited drops, but this one [was] about introducing a lasting chapter for the brand.”
It’s no surprise the interactive shopping experience drew a high-energy crowd. The dreamy, two-story storefront practically transported guests to an enchanting farm cottage, where they could browse and shop the charming, Americana-inspired pieces from the upcoming New England fall-influenced release. (Think: barn jackets, oversized knits, overalls, fleece jackets and more.)
“From the design details to the way the collection is merchandised, everything is rooted in nostalgia and Americana,” Lorenze said of the pieces, which are bound to inspire you to blend comfort, style and authenticity in your fall and winter wardrobe.
“The collection is really a love letter to the women I grew up admiring in New England,” she added. “They were outdoorsy, confident and effortlessly stylish, throwing men’s sweaters over sundresses, pairing fleeces with denim skirts and wearing boots to dinner. That lived-in, unfussy style stuck with me and became the foundation for the Evergreen pieces.”
The soon-to-launch line truly places an emphasis on “pieces that are timeless, versatile and seasonless.” Forget hot-right-now fads — for Lorenze, it’s about garments that can go the distance. “[Evergreen] is filled with items I know I’ll wear year after year, styled a hundred different ways,” she emphasized.
And if you missed the festivities this past weekend, there’s still plenty to look forward to come September 4 at 11 a.m., when the collection drops on Dairy Boy’s website. Lorenze even gave us the scoop behind the one item she’ll be wearing on repeat.
“The white pearl snap is my hero piece. I’ll wear it tucked into vintage denim, layered under a crewneck sweater or open over a slip dress. It’s one of those pieces that can do it all.”
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