Paige Lorenze unveils her first Dairy Boy ready-to-wear looks at Wimbledon

For Paige Lorenze, Dairy Boy is a natural extension of her personality. The influencer, who launched her clothing and lifestyle brand in 2021, offers on-trend pieces inspired by her East Coast roots, athletic background, and passion for vintage aesthetics.

Today, Dairy Boy makes its first foray into ready-to-wear with two new looks that draw inspiration from its newfound status as a tennis “WAG” (Lorenze began dating pro Tommy Paul in 2022), revealing ensembles that are both sporty and preppy at this year’s Wimbledon tournament.

Here, WWD talks with Lorenze about his brand’s latest expansion, the tenniscore trend and what’s next for Dairy Boy.

WWD: What was the inspiration behind your first ready-to-wear collection?

Paige Lorenze: Tennis has become a huge part of my life thanks to my partner Tommy, and I have really loved how my personal style has developed through tennis. I have such a love for fashion and the history of the sport. I designed the Tweed Match dress as a tribute to everyone’s favourite tennis tournament.

WWD: Tell us about the design process, from start to finish.

PL: I started thinking about it last year, right after Wimbledon. At the time, I had just hired a new designer, Mariana Santillan, at my company Dairy Boy. In one of our first meetings, I said to her, “What would you say about designing a custom dress with me for Wimbledon?” She was really excited and we were actually going to create a custom piece for me. I would wear it and we weren’t going to sell it.

Then we did two rounds of samples and the first sample came back perfect. We ended up having enough time to say, “Let’s make this available to our community and the public.” It was really fun because it’s something we’ve never done before, but I think the essence of my brand is that I’m a lifestyle brand. So it’s really about having all kinds of different products that fit my lifestyle. I think people are going to be really surprised by that, but excited.

WWD: What is it about the tenniscore aesthetic that you like so much?

PL: I really like the classic, timeless feel of it. I think I’ve also enjoyed taking inspiration from how my style evolved in my mid-20s and dressing a little classier. It’s been great dressing for these matches because it’s really influenced my personal style. Tenniscore in general is having a moment right now because it’s a mix of sophistication, comfort, and athleticism. As a lifelong athlete, I love how tennis mixes fashion and sport – it really fits my personality.

WWD: What is your strategy for expanding Dairy Boy’s ready-to-wear business?

PL: That first release inspired us and showed us that this is something we really want to do as a brand and it’s something we’re really passionate about. I’d love to release more pieces that revolve around where I’m at – whether it’s the Olympics, Wimbledon or the US Open – it’s definitely something my brand will lean towards.

WWD: You’re currently at Wimbledon. What’s the energy like before your partner Tommy Paul’s matches?

PL: It’s awesome. We’re so excited to be here. Tommy just won the Queen’s Club Championships, which was amazing. I’m so happy for him. It’s always nice to have that confidence going into a big tournament. I know he’s feeling really good and he’s really excited to be here. It’s one of his favorite tournaments of the year. The fact that I can be here and support him, but also work and design something that I’ll wear to the tournament, it’s really cool.

WWD: Are there any other upcoming product launches you’d like to tease?

PL: There’s a sister company to Dairy Boy called American Charm, but they’re very related. It’s just the home line of Dairy Boy. We’re launching bedding, which I’m really excited about. There’s a lot of stuff coming up this summer. We’re also doing a pop-up for the US Open. We did one last year. We’re doing an in-person in-store experience the weekend before the US Open.

All of our products are vintage-inspired, but during the pop-up, we’ll have a lot of vintage-inspired tennis items, new denim pieces, and exclusive products. It’s really fun to plan things around these exciting times because that’s really where I am. I’m definitely always there at Wimbledon this time of year, and I’m always at the US Open in August. So I’m making the most of my travels.

Dairy Boy’s Ready To Wear Match collection ($115) is available for purchase on dairyboy.com starting Tuesday at 5 p.m. ET.