Paige Unveils Winter 2025 Collection, Sees Opportunity In Higher Price Points

Paige unveiled its men’s and women’s winter 2025 collection on Wednesday, delivering après chic and elevated denim. 

The collection was an opportunity for Paige Adams-Geller, the brand’s cofounder and creative director, to sartorially explore the travel destinations that make her feel connected to the season. “I grew up in Alaska and have always been a big fan of cozy winter cabin travel,” she said, adding that après ski destinations like Deer Valley and Tahoe remind her of time spent with family.

The result is a women’s collection featuring the Janelle black velvet miniskirt and matching Chantal jacket, the wool-blend Long Connery coat that Adams-Geller said feels like a sweater, the Fair Isle-inspired Misha sweater, and the new midrise flare Sofia. The Stevie, a relaxed straight fit that has been a consistent bestseller since launching in the fall, is also part of the lineup.

The season is also an opportunity for outerwear, which Jon Geller, creative director of men’s, admitted they don’t get to wear often since they are California-based. “We don’t get to wear a lot of the heavier pieces, so we really lean into the idea of cabin cozy and rustic essentials,” he said. The new Telford jacket, featuring marsh-green plaid brushed Melton fabric lined with faux shearling, captures the vibe perfectly.

For winter 2025, Paige men’s taps into the “classic agelessness of Aspen,” culling inspiration from the destination’s history and combining it with Paige’s attention to comfortable fabrics such as merino wools and soft suede. “Comfort fashion, and really pushing that forward, is something we’ve become known for, and winter is a great time to really bring those stories together,” Geller said.

Coordinates — from denim and corduroy to merino wool — play a large role in the men’s collection. “Sportswear and ready-to-wear are our fastest growing product lines, and we’re getting more skus to play with each season, so that allows us to try out new fabrications or design ideas that we’ve had in our back pocket for a while,” he said.

The brand’s denim roots shine through in its fits that flatter across a range of fabrications. It’s one of the many ways Paige has evolved from a denim label into a full-fledged lifestyle brand over the past 20 years. Denim bottoms and outerwear that perform well are often the foundation for other non-denim styles. For example, Adams-Geller said the new Sofia jean also look great in velvet and corduroy.

The brand is also seeing early styles cycle back into fashion. “Over the last decade, things went very slim in men’s denim and now that things are widening, we’ve seen a big jump in legacy fits like the Normandie and Doheny,” Geller said, adding the generation of consumers who grew up with straight fits are enjoying getting back into wider legs. Similarly, the women’s Laurel Canyon bootcut — one of the first jeans Adams-Geller designed 21 years ago — is a top performer.

After more than a decade of designing and developing the Paige lifestyle together, the duo has perfected a balance between individuality and cohesion. Complementary color palettes and fabrications help communicate a cohesive message at retail, but Adams-Geller emphasized how they’re not trying to do the men’s and women’s version of the same thing. 

“I feel it’s very important for us to have consistent stories that still represent what Jon wants to express in the men’s collection, and what I feel very passionate about expressing in the women’s collection. And I think where the common denominator really lies is in the storytelling,” she said.

Experience and familiarity are on their side. As Adams-Geller is the only person who has ever led women’s, and Geller the only person to lead men’s, he says they have “a great sense of the types of styles and products that we both gravitate toward.”

“We’re able to, on some level, design independently, and then come together without having to interrupt each other’s design processes,” he added. “You know, this is a family business, and we’re together a lot, both here and outside of work. And I think that sort of allows us to stay connected on what we are doing from a design perspective without having to sit through each other’s every design meeting. We’re able to understand the larger brand perspective of what we’re trying to do and maintain that harmony that way.”

The winter collection was designed before President Trump’s sweeping tariffs went into effect. “Fortunately, this collection was not affected. I can’t say that that’s true for future collections, but this collection was able to be produced with the vision, intention and the price points that we had originally imagined it to be, which is something I’m grateful for,” Adams-Geller said.

Despite challenges navigating tariffs and the Southern California wildfires earlier in January, the brand has fared well in 2025. Last month Paige opened its first flagship in Asia located at the Wynn Macau. Consumers are also being open-minded about the brand’s higher price point items like dresses, cashmere and suede. “For me, that’s fun because it means there’s just so much more opportunity in that price point for us to expand and grow going forward,” Adams-Geller said.

Additionally, Paige Men celebrated the 10th anniversary of Transcend, the brand’s original high-stretch fabric collection. “Transcend is really what built and is still the foundation of our men’s business overall,” Geller said, adding that the milestone created opportunities to remind the market and retailers that “we did it first, we still do it best, and it’s still a massive part of who we are.”

“I think that the strength of the brand is that we still produce great products that our customers are loyal to and love,” Adams-Geller said. “We’re up over last year, and I’m grateful to say that the trajectory going forward looks. We’re staying in that same positive direction.”