Dairy Boy’s Hanes partnership reaches 1,200-plus Target stores

By Nathan Brooks

Fast Company reports that Dairy Boy will release a 45-product Hanes collaboration online and in more than 1,200 Target stores nationwide beginning Nov. 14. The limited-edition launch marks the lifestyle label’s first major collaboration in the five years since its 2021 debut.

From mood board to a 2.3 million-person audience

Paige Paul, formerly Paige Lorenze, began with a mood board of vlogs and pictures while she studied at New School. She had neither a logo nor a follower then. The New School is the lower Manhattan parent of Parsons School of Design and other colleges.

In 2021, that board became Dairy Boy. Paul named the label after her love of whole milk and other dairy products, a choice she considered radical in an era of oat-milk lattes. She now has an audience of more than 2.3 million across platforms.

“Before I had a brand, I feel like I was building a world,” Paul told Fast Company. The brand has turned pieces of her life into products, extending a personal story well beyond a mood board.

Her upbringing on the East Coast and the changing seasons shape the line. White eyelet cotton dresses arrive for summer, while colorful fleece jackets carry winter. The range also includes Instagram-ready pajama sets and a sporty drop timed to her husband, American tennis player Tommy Paul’s US Open run. He reached the Round of 16 this year.

Dairy Boy’s sold-out drops and pop-ups with hour-long lines had already tested demand. The Hanes and Target partnership now takes the label beyond its direct channels, pairing Paul’s cultural pull with the infrastructure of two legacy companies.

What does the rollout change for Dairy Boy?

It gives Paul physical distribution she could not build alone. “Target has thousands of stores across America. That is something I don’t have,” she said. “The amount of people that I can get to my website for a drop is something that Target doesn’t have.”

Although Dairy Boy is the smaller name, Paul sees synergy in combining its audience with Target’s reach and Hanes’ operating infrastructure. The partnership turns a creator-led drop into a national retail test without surrendering her involvement in design and ordering.

Hanes supplies the comfort, functionality and basic styles Paul saw missing from Dairy Boy’s vivid, specific collections. Paul said nearly everyone in her life, male or female, owns something from Hanes, which she called a true American heritage brand. She wanted the label’s basic side developed with a best-in-class partner.

Working alongside Hanes and Target allowed Paul to keep pricing affordable. She traced that priority to her New School years, when she searched for a price point she could afford while in college. For shoppers, the partnership broadens access without abandoning that affordability objective.

The collection keeps the cuts, fabrics and silhouettes of original Hanes styles, then reimagines them through Dairy Boy. The clearest example pairs a classic white tank with men’s boxers. It is the first time Hanes has sold that style specifically for women.

Paul said the idea grew from a personal habit. She routinely stole her husband’s boxers to wear to coffee or bed, then asked Hanes to include the men’s style. Hanes agreed.

The 45-product edit

The collection spans sleepwear, underwear and accessories:

• Fluffy bathrobes
• Waffle pants
• Long-sleeve sets
• A triangle bralette
• Boy short two-packs
• Cami sleep dresses
• The husband-inspired boxers
• Small keychains shaped like cows wearing boxers

Dairy Boy’s recognizable patterns appear across the capsule. The designs include lily of the valley, a brown bear print, camo, plaid, blue and brown pinstripe, and tartan. The collection translates the label’s Americana aesthetic into Hanes staples while retaining their familiar cuts, fabrics and silhouettes.

Scaling through orders, repeat customers and AI

The Hanes collaboration has been in development for almost two years. Paul kept it silent while Dairy Boy grew, allowing the project to mature alongside the brand’s own successes.

Dairy Boy tripled its quarterly orders year over year and surpassed its total orders from all of 2025 during the first nine months of 2026. The company also reported a 312% year-over-year increase in repeat customer volume in the third quarter of 2026. That is a more-than-fourfold lift over the prior-year base.

Paul says Dairy Boy’s operations resemble those of a technology company. It integrates AI into its back-end systems and keeps the team lean, while she supplies creative direction through her own judgment and gut instinct.

She also said she will order a style when she believes in it even if the data does not support the decision. With no outside investment, Dairy Boy can make those calls quickly, according to Paul.

The next test is whether a brand built on scarce drops can retain its identity across more than 1,200 retail doors. Target supplies reach and a large trial audience. Hanes and Target’s infrastructure will show whether first-time buyers become repeat customers.