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!
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