IN CONVERSATION WITH PAIGE LORENZE
interview by JANA LETONJA
Shattering the “influencer” constructs that previously were associated with the WAGs stereotype, Paige Lorenze has leveraged her influence into becoming an undeniable next-gen style tastemaker and an exciting fashion entrepreneur with the phenomenal instant success of her Americana-heritage fashion and lifestyle brand, Dairy Boy. She’s beloved for her consistent ode to nostalgia and her ability to effortlessly balance aspirational aesthetic with authenticity and surprising relatability.
Wimbledon is as much a style spectacle as it is a sporting one. What’s your ultimate guide to doing in the UK during tournament season? Any must-visits, must-wears, or must-eats?
Wimbledon season is such a unique vibe, there’s nothing like it. I love mixing tradition with my own take on heritage style, so I always pack vintage inspired staples and elevated basics. Must visits for me are always The Ivy in Chelsea for dinner, and Harrods. And scones with clotted cream are non-negotiable.
You’re making a splash this year with custom looks at Wimbledon. Can you tease what inspired your take on nostalgic tennis style for this tournament?
I’ve always been drawn to the golden eras of sport, even back when I was a competitive athlete myself when I was younger. This year was about leaning into that: retro tennis whites, and playful details that nod to tradition without taking it too seriously. I wanted it to feel like the tennis version of old-school Americana, with a slightly British wink. The dress is inspired by a 1967 photo of Giovanna Caruso in Ted Tinling, with our own pattern and made at that NYC atelier.
Houses like Burberry and Thom Browne are iconic. How did those collaborations come about, and how did you infuse them with your Americana-rooted Dairy Boy aesthetic?
Both brands embody heritage and precision, but with totally different energies. Burberry is rooted in British tradition, and Thom Browne plays with uniformity in such a modern way. It was fun to take those pieces and style them through a Dairy Boy lens - mixing them with workwear, denim, vintage accessories. I wanted to show that Americana doesn’t have to be loud. It can be thoughtful, layered, and rooted in story.
Do you have a favorite tennis-era or tennis muse that’s influenced your style for this season
The 70s and early 80s were peak tennis style for me. I’ve always loved Chris Evert’s balance of femininity and athleticism, she felt classic but never boring.
Dairy Boy’s success has been both fast and organic. What was the “aha” moment when you realized the brand was something truly resonating with people?
When people started DMing saying our pieces reminded them of their childhood, or that they felt seen in our campaigns, that’s when I knew it was bigger than just product. It was emotion. Nostalgia. A feeling of belonging. There have been so many “aha” moments that mean a lot to me. My most recent moment where I felt like I really made this happen is when my intern, who is from Vermont and is also a ski racer like I was, said these all reminded her of home but in a fun fresh way that hadn’t been represented. I got goosebumps.
Your aesthetic blends heritage, nostalgia, and modern cool. How do you stay rooted in that Americana spirit while keeping things fresh and fashion-forward?
I always go back to storytelling. I want everything we make to feel like it came from a real place, whether it’s inspired by my Vermont upbringing or a family memory. But we evolve that with design details, styling, and context. Nostalgia is powerful, but it’s even better when you give it new life.
With collaborations in the works, where do you see Dairy Boy evolving next? More lifestyle? Runway moments? Global retail?
We’re definitely leaning more into lifestyle, home, entertaining, moments that make a house feel like home. But fashion will always be a pillar. There’s room for Dairy Boy to show up in really elevated, editorial ways while staying grounded in charm. The next phase is about expansion without losing our soul and community. I want to grow thoughtfully. We are soon launching and previewing a core collection in NYC in August, that will really give us the ability to grow because we can never keep inventory in stock.
You’ve flipped the idea of the ‘tennis WAG’ from stereotype to style leader. How intentional was that narrative shift, or did it just unfold naturally with how you live your life?
It wasn’t a calculated thing. I just showed up as myself. I’m passionate, creative, I run businesses, I love getting dressed and being present in my relationship. But I’m not trying to perform or appeal to a specific audience. I think people were just ready to see women in this space who have their own voice and point of view.
How do you personally define influence in 2025, especially with so many people online but fewer truly setting trends?
To me, influence today is about depth and authenticity. A trend is cute, but real influence builds a universe. It’s how you make people feel, what you stand for, how consistent your vision is across every touchpoint. I’m more interested in shaping a meaningful community than chasing algorithms.
Wimbledon is so much about tradition. What traditions do you hold dear in your own life, style-wise or otherwise?
I’m a big romantic about rituals. Sunday resets, quality time, homemade meals. Even with style, I like the idea of a uniform: a great button down, vintage denim, a worn in sweater. I think tradition gives you a sense of home, even when you’re far from home.
CREDITS
photography AVERY SWAIL
black & white dress PRADA
gray set BELLE THE LABEL
