behind the brand
We spoke to Paige Adams-Geller, founder of California based label Paige, about creating a safe work environment in the denim market, her daily routine and the dedicated people in her team.
Paige Adams-Geller, photo via Instagram/Marie-Claire Magazine, Gui Benites
First of all, how are you doing?
I am… healthy, happy and grateful!
What was the initial idea behind Paige?
The initial idea behind Paige was to create a premium denim line from a fresh female perspective with different fits for different body types. The premium denim market was male dominated at the time and I wanted to pioneer a female led denim company with a safe work environment for other men and women.
How would you describe the aesthetic identity of your brand?
We are a contemporary California lifestyle brand for women and men. We focus on attainable luxury with an effortlessly cool aesthetic.
What made you decide to go from modeling to designing?
I have always had a passion for fashion, and I fell in love with design when I was working as a fit model here in Los Angeles. I had the opportunity to work with so many different brands - from denim to contemporary lifestyle brands, to high end luxury brands. Fit modeling eventually turned into design consulting which led to creating and running my own label.
"The premium denim market was male dominated at the time and I wanted to pioneer a female led denim company with a safe work environment for other men and women."
What inspires you? Has this changed over the past two years?
I am always inspired by street style, music and traveling the globe. With the inability to travel during the pandemic, this year definitely took a turn from our normal design focus. Therefore, spending so much time indoors I became very inspired by interior design - focusing on nostalgic wallpaper prints, 70’s inspired silhouettes, and cozy fabrics.
Is the collection created with a specific Paige woman in mind?
Yes, the Paige woman is sexy and feminine with a little bit of edge.
What do you think when you see someone wearing Paige?
Honestly, I get giddy when I see someone wearing Paige. It makes my heart so happy to know that our designs are appreciated and that we have made someone feel good about themselves. Hopefully, we make them feel comfortable in their ‘genes’.
What does a day at the Paige (home) headquarters look like?
Every day is different! My home office is fun because I am surrounded by three dogs, a horse and a donkey. I start the morning with coffee and a beautiful hike in nature. Then the days vary between zoom meetings, design meetings for denim, lifestyle, shoes as well as merchandising discussions, fabric research and more. Some days I am casting for models, styling lookbooks and on set for photo shoots. I also have days where I am showing the line to retailers which is a huge part of why I love what I do - that connection is wonderful. It has been so nice to finally have meetings and appointments in person! There is nothing better than in person-interaction. The energy is infectious!
"The PAIGE woman is sexy and feminine with a little bit of edge."
What have you learned from having your own business?
I have learned that running a business is 24/7 and that you need to be able to react fast, pivot and constantly evolve. Complacency is not an option. It is very exhausting but rewarding, I would not have it any other way.
Where does the production of the Paige denims takes place?
We produce all over the world and are so grateful to partner with great resources in different cities and countries.
Could you tell us a little bit more about the people behind the brand?
It is an amazing team of people who have been together for years. It makes me so proud to see and experience the dedication and passion our team has for the brand around the globe.
What is your go-to outfit?
My go to outfit is a high-rise straight leg light indigo denim with a silk blouse, leather jacket and Paige leather boots. I always love a little hardware detail on my boots for my rock ‘n roll alter ego!
"It makes me so proud to see and experience the dedication and passion our team has for the brand around the globe."
Do you have a favourite pair of jeans from the autumn/winter collection?
My favourite jeans in the autumn/winter collection are the black fog luxe coated lou lou flares with exposed buttons.
What does Paige contribute to sustainability?
We are so happy that we can continually evolve our brand to be more and more eco-friendly. Our teams have worked hard to create men’s and women’s items that focus on this while we also work to make our overall practices more sustainable. It’s an ongoing process as we all continue to learn more. We have a very exciting new launch coming in 2022 that will feature a completely new and sustainable category.
Any future plans you would like to share with us?
We have exciting product extensions and collaborations on the horizon. I just cannot announce them quite yet! Stay tuned…
Discover the Paige collection in our stores and online at Pauw.com.