Paige Paul Brings Dairy Boy's DB Sport to New York Ahead of the U.S. Open

Paige Paul — the influencer and founder of lifestyle brand Dairy Boy — has opened a pop-up store in New York City for DB Sport, her activewear sister line, ahead of the U.S. Open tennis tournament. The pop-up at 9 West 8th Street gave shoppers the first chance to buy the newest DB Sport collection before it goes online on 27 August. Prices at the pop-up mostly ranged from $55 to $88, with the most expensive item at $95, according to WWD. (WWD)

The store was open Friday through Sunday and styled as a modern, locker-room-inspired space — a deliberate shift from the classic New England feel of Dairy Boy's first permanent shop, which Paul opened in Nantucket, Massachusetts, in May. Paul told WWD the New York pop-up was the brand's fourth annual pop-up in the city and probably its last before she opens a permanent storefront there.

DB Sport launched in March as a sportier offshoot of Dairy Boy, the lifestyle and apparel brand Paul introduced in 2021. To mark the launch, Paul ran a pop-up during the Miami Open tennis tournament, and the line gained traction online for its striped Big Tee shirt and square-neck tank tops. The brand's website also lists hats, hair accessories, socks and bags among its product categories, alongside the DB Sport and American Charm collections.

Paul's personal life has moved in parallel with the brand's expansion. In July she married American tennis player Tommy Paul, wearing custom Carolina Herrera. Her connection to the tennis world — through her husband and through the sporty identity of DB Sport — gives the U.S. Open timing a practical logic: the pop-up sits where fans and players are already gathered.

For a brand that started online and grew through temporary shops, the shift toward permanent retail is the thread worth watching. Dairy Boy's website offers free shipping on domestic orders of $175 or more, according to the brand's own pages. Paul moved to New York City to attend The New School, per the brand's about page, and is now eyeing a physical footprint in the city that shaped her. The Nantucket store drew on her childhood summers on the island. A New York flagship would mark a different kind of homecoming.