Paige Paul Launches DB Sport Pop-Up in NYC Ahead of U.S. Open

Paige Paul, the creative force behind the Dairy Boy brand, has made waves this summer with the launch of her new DB Sport collection. Following its debut in March, Paul has now opened a pop-up store in New York City, coinciding with the excitement of the U.S. Open. Located at 9 West 8th Street, the pop-up will offer exclusive access to her latest activewear line, which is set to officially launch online on August 27.

Lines formed early on Friday as eager shoppers flocked to the pop-up to browse the trendy offerings, which range in price from $55 to $95. “Every physical experience we’ve done has reinforced how much people want to experience Dairy Boy beyond a screen,” Paul shared, highlighting the importance of in-person shopping experiences. This pop-up marks her fourth annual event in New York City and serves as a precursor to a more permanent storefront in the future.

Paul's journey has been remarkable since she first launched Dairy Boy in 2021. The brand's popularity soared with viral items like the striped Big Tee and chic square-neck tank tops. Notably, the recent Nantucket store opening has further solidified her brand's presence, despite some local controversy regarding a “No Influencers” sign at a nearby artisan shop.

In a nod to her competitive background in sports, particularly tennis and alpine skiing, the NYC pop-up embodies a fresh and sporty aesthetic. Paul describes it as a modern interpretation of her brand, contrasting with the classic New England vibe of her Nantucket store. The space features locker-style installations and trophy case-like shelves, inviting customers into the vibrant world of DB Sport.

Among the highlights of the new collection are the Club V-neck with reflective logos, the Yummy pant, and the nostalgic Ultra Low Rise pants, perfect for the U.S. Open. “The goal is to create pieces that feel connected to sport while remaining distinctly Dairy Boy,” said Paul. In addition, the pop-up includes accessories like branded water bottles and athletic headbands.

Chase Bank is the exclusive partner for the pop-up, offering cardholders a special checkout lane and gifts with their purchases. “The partnership with Chase felt incredibly natural,” Paul explained, emphasizing the synergy between the brands and their shared commitment to elevating the retail experience.

To sweeten the experience, a Levain cookie truck is stationed outside, serving warm cookies and signature drinks, while the first 300 Chase cardholders receive a complimentary cookie with their purchase. Ahead of the pop-up's opening, Paul hosted a VIP dinner in collaboration with Meta, further enhancing the buzz surrounding DB Sport.

Source: wwd.com