Paige Adams-Geller, co-founder and creative director of PAIGE Denim.
Co-founder and Creative Director of PAIGE Denim, Paige Adams-Geller, began her career as a top fit model and designer in the denim industry where she mastered all the details to achieve the perfect fit. At the time when Adam-Geller launched PAIGE in 2004, she was frustrated with the current denim offerings not taking into account real women’s bodies as they were mostly designed by men. Her unique viewpoint and expertise ensured that every item that PAIGE designed was comfortable, flattering, and high-quality. With fit and comfort at the center of the brand, PAIGE eventually expanded into the men’s market, lifestyle, knits, silks, outerwear, leather, swimwear and accessories. Twenty years later PAIGE has become synonymous with quality, comfort, fabric innovation, and fashion-forward designs with its mantra staying true to “a great fit never goes out of style.” This made Adams-Geller one of the first female founders to successfully launch a men’s and women’s denim brand with PAIGE being sold in over 80 countries and more than 1,000 retailers.
PAIGE expanded into menswear and womenswear in addition to their well known denim.
“My mission when starting PAIGE was to create a denim line from a fresh, female perspective that focused on fit, fabric, and finish. With my years of experience and expertise as a fit model, I realized that I had a vision and point of difference from other brands in the market as the first female founder. We’ve evolved so much since the beginning and have become an international lifestyle brand for men and women and will always continue to prioritize fit,” she shared. ““My experience as a top fit model in the industry sparked a deep obsession with fit. I became convinced that the right fit can completely transform your perspective on fashion and boost your confidence. Michael Henschel, my business partner and co-founder, has always had a passion for textiles and extensive experience in the field. Together, we worked to create and develop innovative fabrics that blend comfort, performance, and quality. To this day, I still have some of the original jeans we designed, and they remain in perfect condition, proving to be the perfect timeless addition to a capsule wardrobe.”
The denim category is expected to grow at a CAGR of 5.9% in the next five years, Adams-Geller continues focused on building a sustainable line that stood the test of trends and built a relationship with the consumer as they entered different stages in life, “Slow and steady truly wins the race. We were always thoughtful about our growth as we expanded into new categories without rushing. A brand’s goal should be to not launch as a one-hit wonder but to consistently offer something exciting and fresh. Staying true to our DNA and not trying to be everything to everyone has helped us stay connected to our customers. Brands that stray too far from who they are risk losing their loyal customers.” From bootleg to flare, straight and skinny jeans making a resurgence this year, after 20 years in business Adams-Geller added that PAIGE focuses on its best-sellers while also experimenting with what’s trending, “Denim runs in cycles, just like any other fashion category. I tend to think the reason is due to new generations discovering fashion that they have never seen or worn before, finding fresh takes on timeless styles and giving them the perfect excuse to shop for something new. We have been able to stay relevant as a brand because we focus on fashion and core pieces year-round. We offer new silhouettes and washes every month and continue to speak to our loyal fan base by always offering fresh takes on our best-seller.
PAIGE Adams-Geller, co-founder and creative director of PAIGE.
As a sexual abuse survivor, Adams-Geller has used her platform as a female entrepreneur to give back and support women who have gone through similar experiences, “Philanthropy is a very important aspect of my life and a passion that fuels my purpose. I am currently the chairwoman of the board of the UCLA Rape Treatment Center, a dedicated board member of the Women of Tomorrow Foundation, on the Board of Councilors for Annenberg School at USC, a member of RAINN’s National Leadership Council, and a trained volunteer at the Stuart House. Additionally, I am a very proud supporter of many other charitable organizations such as NEDA and the Advot Project. This April, in observance of Sexual Assault Awareness and Prevention Month, we will select a day to dedicate 20% of our sales to support the Rape Treatment Center.”
Over the last 20 years PAIGE has been worn by countless celebrities such as Jennifer Aniston, Cindy Crawford and Rosie Huntington Whitley, expanded internationally in 2023 and this past year PAIGE introduced swimwear and a new digital experience. Adams-Geller has no plans to slow down building her 10-figure denim empire as she expands into more categories and locations.
