“To understand the lowcountry, you have to move through it.” Dairy Boy Campaign
Florida is one of the few states where the bar licensure has no reciprocity with any other state. Why? Because Florida is “unique.” There is no arguing with that.
A few days ago, Dairy Boy’s new campaign turned my head. This was all I saw, and I understood—
One of the things I love about the Dairy Boy’s brand is that it has an all-American feel, sort of in the way Ralph Lauren does. Ralph Lauren channels and creates an American elegance tied to rugged practicality.
Dairy Boy goes for American cool with a side of country, and at times, Nantucket. This time, they are honoring the best state— Florida. Feral Florida, Zora Neale Hurston’s Florida, Lauren Groff’s Florida, Carl Hiaasen’s Florida. My Florida.
Bury me in that swamp.
“Of all the places in the world, she belongs in Florida.” Lauren Groff
The lowcountry camo is an ode to a wild place. A place where seemingly improbable things occur. A place where nature reigns. A place where animal sounds will make your heart beat out of your chest, and where you will experience the darkest night.
“Florida’s a weird place. It’s like a melting pot inside a boiling pot inside a nuclear reactor.” Carl Hiaasen
As someone who claims the state as a home state of my most formative years, I often get a lot of questions— “Do you like Florida?” “But isn’t it so backwards?” “What about all the botoxed women in Palm Beach?” (A special one from my boss— ironically, our colleagues are some of the most botoxed women in the city). I always say glowing things about my state. Palm Beach is a (pretty) spec in the grand scheme of the state. People who only think of South Florida miss the true beauty of Florida— its wilderness.
Paige Lorenze, the founder of Dairy Boy, seems to, at times, find herself in Florida in support of her tennis pro fiancé. I was excited to see that she didn’t just stay in the city. She went to the swamp, and found an abundance of inspiration.
“I was born and raised here [in Florida], so I still have tremendous affection for the state – especially the few wild places that haven’t disappeared under concrete. What’s left is still worth fighting for, and that’s why I stay.” Carl Hiaasen
I am excited to see someone celebrate Florida’s feral side. It’s a strange and healing place. Once you go camping where the mosquitoes sting you through your clothes— once you swim or walk near an alligator and hear its grunt— once you have been baptized by the crystal clear springs— once you have had the wind in your hair while on a boat— there is no going back to tame.
Here’s to wild. Here’s to humid. Here’s to splashes of mysterious water. Here’s to Florida.
Paige seems to be in her element!
Some songs that always remind me of home:
GABRIELA YARELIZ 