A NOTE FROM ME
My life seems to be finding new and creative ways to humble me lately. Every day arrives with a fresh plot twist and, honestly, I'm starting to be impressed by the consistency. At some point I realized I was taking myself a little too seriously, and maybe the universe decided to intervene.
Which is partly why I finally started TikTok. If life is going to be embarrassing anyway, I might as well lean into it. Dance and pose for the camera a little. Let people see the version of me that exists outside of these carefully curated thoughts and polished paragraphs.
Anyway, lovely to have you here
— Tea
THE ONE TO WATCH
DAIRY BOY
Dairy Boy might just be my favorite brand at the moment. What Paige Lorenze has built feels like a blueprint for a new generation of consumer brands. Between the campaigns, pop-ups, storytelling, and recently opened Nantucket store, every touchpoint feels thoughtful, nostalgic, and fun. It's a reminder that the brands people connect with most aren't just selling products — they're creating a world people want to be part of.
Via Instagram @dairyboy
WHERE NOSTALGIA
BECOMES A BRAND
ABOUT
Founded by Paige Lorenze in 2021 — Dairy Boy is a clothing-first lifestyle brand built around nostalgia, community, and a modern interpretation of the American dream.
Rooted in a world of vintage summers, farm stands, horseback riding, and East Coast nostalgia. Every collection, campaign, pop-up, and retail experience feels connected to the same story.
Why their POV matters: Most brands spend their time defining boundaries. Dairy Boy seems more interested in expanding them. Dairy Sports. Home essentials. A pair of rain boots. A farm stand. An app. If it belongs in the world, it belongs in the brand. Imagination is the strategy.
WHY THEY STAND OUT
Paige Lorenze is the captain
Paige (the picture above, right) isn't just the founder — she is the face, storyteller, and cultural translator of the brand. Her personality, lifestyle, and interests are woven into every touchpoint, making Dairy Boy feel personal rather than corporate.From TikTok to Nantucket
Not that they built a world, but how far they take it. The moodboards. The retail spaces. The imagery. The copy. The amount of effort invested into making the New England fantasy feel tangible.There are no edges to the world
Most brands stay within a product category. Dairy Boy keeps finding new expressions of the same lifestyle. From loungewear to winter outerwear to the Nantucket sweater, each launch expands the world rather than the product line.
Via Instagram @dairyboy
NO BRAND GUIDELINES, JUST VIBES
I think one of the reasons Dairy Boy works so well is that there don't seem to be many rules governing how its world operates. Just a few days ago, Paige Lorenze casually included a photo of rain boots in one of her carousel posts. Why rain boots? Because why not? There wasn't a product launch attached to it (yet..)
And that's exactly what I like about it.
3 STEPS TO BE LIKE DAIRY BOY:
01 — F*ck the rules
Most clothing brands look at other clothing brands for inspiration. Dairy Boy seems to look everywhere else.
The creativity doesn't stop at the product. It shows up in the tags, the prints, and the small details that make the collections feel distinct. It also shows up in the experiences surrounding it. A farm stand. A Nantucket store that feels more like a destination than a retail space. A Dairy Sports pop-up in Miami that felt like a completely different chapter of the brand. Even the recently launched app follows the same logic. Not because clothing brands need apps, but because it creates another place for the world to live. How will they use it? What will it become? That's the interesting part.
The best ideas rarely come from your category.
02 — Every world needs a main character
The strongest brand worlds usually have a captain. It doesn't have to be the founder. It just has to be someone people can follow — someone who naturally lives inside the world the brand is building.
With Dairy Boy, that person is Paige. Through her YouTube videos, TikToks, home, routines, travels, and friendships, people are constantly given access to the lifestyle behind the brand. A pajama set appears in a vlog. A piece of cookware shows up in her kitchen. A sweatshirt appears in the background. The products don't feel introduced just through a campaign. They feel discovered along the way.People don't just buy into the brand. They buy into the person behind it.
03 — Nobody wants to be an NPC
The strongest communities aren't built through "community building". They're built by giving people a role inside the world. Whether it's Paige's Coop, the app, pop-ups, social content, Coffee Break, or seasonal launches, Dairy Boy continuously creates new ways for people to participate rather than simply purchase. Every new touchpoint makes the world feel more tangible and gives people another reason to engage with it.
Via Instagram @dairyboy
Dairy Boy may have started as an influencer "merch" brand, but it feels like it's here to stay and establish itself as something much bigger. What I'm curious about is where it goes next. Does it evolve into a more premium, Ralph Lauren-style Americana brand, or does it expand in a direction closer to H&M — something for everyone, powered by strong products, experiences, and marketing? Either way, it feels like the brand is still in the early chapters of its story.
What brand world are you currently obsessed with?
TO FOLLOW
Most people follow Paige for tennis outfits or Dairy Boy, but for me, I love the Connecticut content. The house, the horses, the garden — I think she has one of the most aesthetic YouTube channels on the internet.
find her on
YouTube
SAVED
THE GOAL IS "MY SKIN, BUT BETTER"
I've never been much of a makeup girl. I've also never found a foundation that truly works for my skin. All I really want is a little glow, even skin, peachy cheeks, and pink lips.
Lately, beauty feels like it's moving away from covering and towards enhancing. Less full glam, more looking like yourself on a really good day. Below is my current routine for exactly that.
01
Saie Glowy Super Gel
(Warmglow)
02
VB BEAUTY Reflect Highlighter Stick
(Golden)
03
Saie Dew Blush
(Lady)
04
VB Beauty Highlighter
(Pearl)
*Visual rights belong to the respective brands. Images are clickable to their original sources.
NEXT WEEK
Next week — THE MALL. A virtual mall for the internet generation.
Which companies inspire you? Leave a comment on Instagram below — I’d love to hear.