Dairy Boy's Hanes Collab Hits 1,200 Target Stores November 14

Dairy Boy's first major collaboration in its five-year history lands in more than 1,200 Target stores nationwide and online on November 14. The limited-edition partnership with Hanes marks the creator-led brand's leap from sold-out drops to mass retail shelf space.

Paige Paul—formerly Paige Lorenze—built Dairy Boy in 2021, before it had a logo or a single follower, from a mood board of vlogs and pictures she assembled as a student at the New School in lower Manhattan. The name came from her love of dairy products like whole milk, a choice that felt radical in the era of oat milk lattes. Today she commands an audience of more than 2.3 million across platforms, and the brand's products mirror her life: white eyelet cotton dresses for summer, colorful fleece jackets for winter, Instagram-ready pajama sets, and a sporty drop timed to her husband Tommy Paul's US Open run. The American tennis player reached the Round of 16 this year.

"Before I had a brand, I feel like I was building a world," Paul told Fast Company.

Why Hanes, and why Target?

Paul frames the collaboration as pairing her Americana aesthetic with a heritage staple. "Everyone in my life, male or woman, has owned something from Hanes, and I think that is what true heritage legacy brand means in America," she said. "Dairy Boy's collections are so often vibrant and specific, and I felt like the basic side of our business is something that deserved doing it with the best in class."

Working with Hanes and Target let Paul keep prices at a level she wished for as a college student hunting for affordable fashion. The collection keeps the cuts, fabrics, and silhouettes of original Hanes styles but reimagines them through Dairy Boy's lens. One pairing—a classic white tank with men's boxers—marks the first time Hanes has sold men's boxers specifically for women.

"In my first meetings with Hanes I spoke about how I always stole my husband's boxers and wore them out to coffee or to bed, and I begged for them to allow me to use their men's boxers, and they did," Paul said.

What's in the 45-piece collection?

The range spans:

• Fluffy bathrobes
• Waffle pants
• Long-sleeve sets
• Triangle bralette and boy short two-packs
• Cami sleep dresses
• The husband-inspired boxers
• Cow-shaped keychains wearing boxers, on theme with the drop

The silhouettes are classic Hanes; the patterns carry Dairy Boy's most recognizable motifs, including lily of the valley, a brown bear print, camo, plaid, blue and brown pinstripe, and tartan.

What do the growth numbers show?

The deal took almost two years to develop as a silent project alongside Dairy Boy's own expansion. The numbers behind that growth are substantial for a five-year-old, self-funded label:

• Quarterly orders tripled year over year.
• Orders in the first nine months of 2026 surpassed the brand's total for all of 2025.
• Repeat customer volume rose 312% year over year in the third quarter of 2026.

Paul credits a startup-like structure: a lean team, AI integrated into back-end systems, and her own gut-driven creative direction. "I am really driving the car here, and if there is no data supporting something, but I really believe in a style, we will order it," she said. "There's no outside investment, so it's really easy for us to make decisions quickly."

What does the partnership signal for creator brands?

Despite being the smaller name in the pairing, Paul sees the collection as proof of synergy—her brand's cultural pull matched with the infrastructure of legacy companies. "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."

For practitioners watching creator commerce, the deal shows how a brand born from pop-ups with hour-long lines converts audience attention into retail distribution. If the November 14 launch performs, Dairy Boy becomes a template for creators trading scarcity-driven drops for permanent shelf presence.