It’s been a busy summer for Paige Paul, formerly Paige Lorenze.

In March, the influencer and founder and creative director of Dairy Boy launched her first DB Sport collection, a sporty sister to her lifestyle and apparel brand, which was introduced in 2021. To celebrate the launch of DB Sport, she opened a pop-up during the Miami Open tennis tournament and since then, her activewear line has gone viral for its striped Big Tee shirt, cute square-neck tank tops and more.

The line’s popularity led to the opening of her first brick-and-mortar store in Nantucket, Mass., last May, which was inspired by Paul’s childhood summers on the island and has become a must-stop for those visiting the island.

Although Nantucket has always been a popular summer destination, its uptick in popularity, as seen across social media, has led to some controversy and conversation due to a “No Influencers” sign hung in the window of the local Four Winds Craft Guide, John Sylvia’s artisan craft and antique store. Ahead of the Dairy Boy pop-up, Paul took to social media to address the controversy and reaffirmed her stance that “Everyone’s welcome” at her shops, “no matter where we are.”

Following the opening of her first store, Paul wed American tennis player Tommy Paul in July wearing custom Carolina Herrera.

Now Dairy Boy has returned to New York City ahead of the U.S. Open with its first DB Sport pop-up store at 9 West 8th Street. The shop, open from Friday through Sunday, gives customers the first look and exclusive opportunity to shop Paul’s newest DB Sport collection before its e-commerce launch on Aug. 27, with prices predominantly ranging from $55 to $88, with the highest-priced item at $95.

Ahead of Friday morning’s opening, lines were already wrapped down the block, with customers of all ages and backgrounds eager to purchase the latest DB Sport fashions.

“Every physical experience we’ve done has reinforced how much people want to experience Dairy Boy beyond a screen. Nantucket was a huge moment for us because it gave us the opportunity to build out the Dairy Boy world. We’ve learned that people don’t want to just shop the product, they want to be immersed into the brand,” Paul exclusively told WWD. “This pop-up specifically was intended to have DB Sport celebrate the excitement that the U.S. Open brings to the City of New York. This is our fourth annual pop-up in New York and probably our last one until we open a permanent storefront in the city. So this one is a very pinch-me moment.”

She noted the New York City pop-up differs from her Dairy Boy ones as it shows a different side of her life — sport, which not only includes her love of tennis but also her upbringing as a competitive alpine ski racer.

“The concept behind this space was taking our logo and making it into a real-life space,” she said of the oval-shaped branded shopping space within the store.

“It’s a modern take on the brand. If you go to our Nantucket store, you’ll see woodwork and a little more of a classic New England feeling where this is definitely more modern, fresh, sporty and easy to shop. It feels like you’re in a locker room,” she said, surrounded by yellow locker-style clothing installations; decorated trophy case-like shelves; branded blue stadium seating, and collection campaign images lining the walls. “You’re living inside the DB Sport world and logo.”

Furthermore, Paul said that all Dairy Boy employees, spanning from the design team to corporate, work the pop-ups to help customers and learn from them firsthand. “It’s been very informative and helpful for us as we continue to design and refine everything,” she said before posing for photos and videos with little girl shoppers, clad head to toe in DB Sport.

She noted that DB Sport has always been centered around her “interpretation of classic American sportswear rather than traditional performance wear.” In this vein, her new collection is made up of a recoloration of the DB Sport pop-up from her Miami activation with key styles including the Club V-neck with reflective branded logos on its front and back; the Yummy pant, a revised version of the brand’s classic straight leg with hidden drawcord, and new colors of its sold-out Wag tank, Wag Capri pants and All-in-one T. Accessories and lifestyle items ranging from branded water bottles and athletic headbands to baseball caps are also available.

At the pop-up, Paul said her must-have item for customers is the 2000s-inspired, sporty cotton Ultra Low Rise pants — perfect for U.S. Open wardrobing, which Paul described as more “classic, sporty and a little more undone” than for other tournaments.

“For this collection, we pulled from vintage tennis, collegiate athletics and the energy around the U.S. Open, but filtered all of it through the Dairy Boy lens,” she said of the line’s inspirations. “The new colorways feel nostalgic and sporty without being overly literal, and the silhouettes are pieces I wanted to wear both around tennis and in everyday life. The goal is always to make something that feels connected to sport but still unmistakably Dairy Boy.”

Chase Bank serves as the exclusive partner for the immersive experience; Chase cardholders have exclusive access to a separate “fast” lane and checkout line, where those customers will receive a special DB Sport tennis ball gift with purchase while supplies last. In addition, Chase cardholders will have access to the brand’s Flower Shop, with bouquets courtesy of the bank while supplies last.

“The partnership with Chase felt incredibly natural. I’m a Chase cardholder myself, and I’ve always admired how selectively they show up in culture and sports. Their relationship with the U.S. Open made them an especially exciting partner for us as we continue building DB Sport and establishing Dairy Boy in the sports space,” Paul said of the partnership, adding she values the company’s long-standing presence in tennis and shared vision of activating the space to feel “bigger than just a retail moment.”

Beyond the ability to shop the new DB Sport collection, the brand also worked with Levain to have a truck filled with hot cookies (two-chip chocolate chip, lemon and dark-chocolate chocolate chip), their signature cookie milk latte — made specially with whole milk for the pop-up — outside of the immersive pop-up. The brand noted the first 300 Chase cardholders will be given a free cookie with their purchase, while supplies last. In addition, ahead of the opening, Paul held a VIP dinner on Thursday night in partnership with Meta.