Paige Adams-Geller was one of the denim industry’s most sought-after fit models before she transitioned into a career “behind the seams” and launched her namesake fashion brand in 2004. She is now considered a true pioneer for disrupting a billion-dollar industry that is traditionally male-dominated and ultimately rising above the skepticism and cynics to create a global brand with a cult following.
Needless to say, PAIGE is now an über-successful premium denim and lifestyle brand that stands apart from competitors in a saturated space. But don’t take our word for it, let’s look at some stats. The brand now employs around 300 people from Los Angeles to London, with 15 brick-and-mortar stores (and more on the way), an online e-commerce site, and retail partnerships with Shopbop, Nordstrom, Saks Fifth Avenue, and Anthropologie. Oh, and they stepped beyond denim to launch sell-out footwear in 2018 with more accessories to come.
To get the scoop on how she did it, we tapped Adams-Geller to share the life-changing events that led to her namesake fashion brand, the secret to PAIGE’s continued brick-and-mortar success in the digital age and their sustainable initiatives that include greener processes and eco-friendly designs.
CREATE & CULTIVATE: You started out as a fit model before moving into a career "behind the seams"—what inspired you to take that leap? How did you move past the fear to pursue a career in denim?
PAIGE ADAMS-GELLER: I was inspired to start PAIGE by a series of events that were life-changing. I was attacked in the workplace by my boss on a modeling job, which lead me to the Rape Treatment Center in Santa Monica. During the aftermath, I was in therapy and was able to open up and start talking about an old buried wound—I was raped when I was 16-years-old and had never shared this with anyone. This was a pivotal moment in my life, one of immense healing and growth. Through this process, I was able to let go of shame and blame, and find my voice. With that, I knew I needed to find my purpose and passion in life in order to move forward.
From there, I went to a life coach and that’s when the idea of starting PAIGE was born. PAIGE would be the accumulation of all of my past experiences—modeling and acting, my education at USC in Broadcast Journalism and Communications, as well as my love of fashion. PAIGE would also give me the ability to use my brain and talents and no longer be treated as a commodity.
Empowering others is my purpose and my passion is the fashion business.
How did your career as a fit model inform your pivot into the denim designer role? What skillsets transferred over? And what did you have to learn?
My career as a fit model turned into the opportunity to be a technical fit expert and design consultant to the top brands in Los Angeles. The premium denim market was exploding in L.A. and I worked for all of the top denim brands at that time. I was able to absorb what start-up companies were doing and learn everything from fit and design to business while on the job.
When I started PAIGE, I had a strong foundation and understanding of what it takes to build a business. I felt denim would be the best start and was able to build my dream team.
I have learned so much on the job, from how to manage a team to honing in on the mission and vision of a brand, to international business and retail expansion.
“Empowering others is my purpose and my passion is the fashion business.”
There are very few female founders in the denim industry, what do you think being a woman brings to the table? What challenges have you faced along the way that are unique to you being a woman in a male-dominated industry?
I think being a woman brings a lot to the table. The premium denim industry was male-dominated and had very few women representing our thoughts, needs, and perspective. It was my goal to see premium denim through a different lens, to work as a woman designing for other women and really transitioning denim to be part of real fashion culture.
As someone who has suffered from an eating disorder and body dysmorphia, I also wanted to share my experiences and embrace inclusivity. PAIGE was founded on wanting women to love their body, to feel comfortable in their skin and comfortable in their genes.
When you hit a bump or hurdle in your career, how do you #FindNewRoads + switch gears to find success?
Resilience is key! The nine bars on the side of our jeans represent nine lives, the constant reminder to grow, evolve, and change. I have needed the help of others many times along my career path and I have learned the hard way that I can’t do it alone! It's important to find your way of coping, growing, and taking time for yourself. Whether that includes meditation, support from your spouse, or therapy, it's so important to stay open-minded and allow yourself the space to breathe while never becoming complacent.
What is the best advice you’ve ever been given? Or a favorite piece of #realtalk?
The best piece of advice I’ve ever been given is: Secrets make you sick. If I had never gone to get help and share my past, I would have never been able to heal and start the company so this continues to be my mantra.
Your business continues to thrive both online and in brick-and-mortar stores despite media reports of other big fashion businesses struggling in recent years. What is the secret to your success? What makes PAIGE a standout brand in a saturated space? Where do you see Paige Denim in the next 10 years?
I like to think our secret to success is the strong teams we have built. There are team members who have been at PAIGE since day one, others for 10 to 12 years, and every day we continue to grow and bring in fresh perspectives.
As a brand, we're able to stand out because of our strong voice. We know who we are and we know what we stand for. The original voice of the brand is still there so I can lead all management teams with a strong creative direction and without confusion. We also try not to do too much, too soon—slow and steady wins the race. I see PAIGE continuing to expand into other categories one step at a time as an iconic California lifestyle brand that will be here for years to come.
You're always at the forefront of innovation from design to marketing, where does your inspiration come from?
My inspiration comes from getting outside and seeing the world. I love to travel and stay open-minded so I can take in all that I am seeing and doing. I also look to all the young people who work within the company. I love hearing their thoughts and opinions, it definitely helps to avoid tunnel vision!
There is a huge sustainability push in the fashion industry, especially in denim. Where do you see PAIGE in this movement? What are some of the initiatives you're moving towards to incorporate greener processes and eco-friendly designs?
Our commitment to sustainability has only grown in the last few years. During the California drought, we all worked together to do all we could to make our entire business greener. California is our home and it's such an integral part of our brand and its DNA that it became imperative for us to do more than ever. We moved production to factories that focus on lasers rather than chemicals. This reduces the use of the chemicals while still creating the same wash effect. We also focused on water usage and using recycled water wherever possible.
The part closest to my heart is that our team created a Sustainability Crew! It's an in-house council of our most devoted environmentalists. They have done everything from creating new recycling programs to eliminating the use of single-use cups. Instead, we all have reusable PAIGE cups! It makes me so proud to see everyone with them!
What's a mistake you made and what did you learn from it? How did you turn it into an opportunity?
An early mistake (without knowing it at the time) was the brand name and its labeling, which was very limiting. It featured my signature and the words "premium denim." Because of that, many believed that we only made denim and could only ever offer women’s. We worked hard to simplify things and came up with the simple name PAIGE along with a more modern logo. It allowed us to grow to become the lifestyle brand for men and women that I had always dreamed up. It also works for whatever the future holds too!
What advice do you have for other entrepreneurs? How can they achieve the same success you've experienced?
My advice for other entrepreneurs is to have a "reason to be," and a clear vision and strong voice. If you are passionate and authentic, your point of difference becomes a greater asset. It’s also important to remember that you will make mistakes, the key is to learn from them in order to grow.
What is the #1 book you always recommend? Why?
The Four Agreements by Don Miguel Ruiz. This book is a quick read that can be applied not only in business but in all of your personal interactions.
Photographer: Jenna Peffley
Hair: Styled by OGXpert & Celebrity Hairstylist Jillian Halouska
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