Overview

• The AW25 Evergreen line debuts online on Sept. 4 at 11 a.m., introducing the brand’s first collection intended to stay in stock beyond one-off drops.
• Over the Aug. 15–17 SoHo pop-up, Dairy Boy sold nearly 9,500 units, set an internal single-day record, and increased sales 160% year over year, with the event projected to contribute about 3.5% of 2025 revenue.
• The immersive storefront was staged as a Connecticut farmhouse, extending the brand’s New England lifestyle storytelling into an offline shopping experience.
• Founder Paige Lorenze is formalizing the operation with key hires and collaborators, adding design director Madeline Pesavento, appointing Max Stern as CEO, and enlisting filmmaker RJ Bruni for campaigns.
• Category expansion continues through the American Charm homewares sub-brand and a revived local retail effort, The Farm Stand by Dairy Boy, in Weston, Connecticut.