BLUE JEAN BABY

THE PER­FECT FIT FOR AUSTIN, PAIGE DENIM’S NEW BOU­TIQUE ENDS THE SEARCH FOR THAT ELU­SIVE PAIR OF GE­NIUS JEANS. HIP-HIP (NAR­ROW AND WIDE) HOORAY!

Austin Way - - SCENE | STYLE | SPACE - BY MADDY HILL

Af­ter a brief stint as a fit model for male-run denim com­pa­nies, Paige Adams-Geller de­cided to en­ter the field with her own de­signs. Thir­teen years af­ter launch­ing Los An­ge­les-based Paige, a line of pre­mium denim that has ex­panded into a life­style brand for both men and women, she’s cho­sen Austin’s Do­main North­side to open her eighth stand-alone bou­tique—the first out­side of Cal­i­for­nia and New York.

Paige’s easy-to-wear lines ex­ude the kicked-back charm of South­ern Cal­i­for­nia with light­weight wo­ven shirts, dresses, and jeans. The Rosie HW Paige col­lec­tion—the first col­lab­o­ra­tion be­tween Adams-Geller and Rosie Hunt­ing­ton-White­ley-— adds a bit of so­phis­ti­ca­tion to the brand’s “model off duty” vibe for sum­mer.

“The en­vi­ron­ment where we open a Paige store should have the same kind of fea­tures,” Adams-Geller says. “Austin is a city that is very cool, laid-back, and ef­fort­less but com­fort­able. You feel wel­come, warm... yet there is a chic­ness to it with all of the cul­ture and the scene. We have all of those lay­ers in our brand.”

The bou­tique, slated for a July open­ing, helps so­lid­ify Do­main North­side’s sta­tus as the new It shop­ping district, with stores such as The Frye Com­pany, Will Leather Goods, Joie, Filson, and Dip­tyque at­tract­ing shop­pers with their unique brand of high-end cool.

Says Adams-Geller, “As Paige has de­vel­oped into a full life­style brand for men and women, I was ex­cited at the thought of tak­ing the fla­vor of what we stand for and bring­ing that lit­tle pock­et­ful of Cal­i­for­nia sun­shine to Austin.” Do­main North­side; paige.com

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