After denim line “Free Spirit”, contemporary line “Elizabeth and James” and high-end line “The Row”, Mary-Kate and Ashley Olsen are expanding their fashion wings once again. This time, they inked up a sweet deal with J.C. Penney Co. Inc. to launch Olsenboye, a junior brand that will be J.C. Penney’s exclusive.
The name Olsenboye came from the Olsens’ ancestral name, and don’t get fooled by the ancient air, the Olsenboye collection includes denim, bottoms, tops, dresses, skirts, shorts, jackets, handbags and shoes. From the last WWD update, Olsenboye has signed shoe designer Steve Madden to be the designer of the shoe line. The Olsenboye line will retail from $20 to $50. It’s one of those brands you’ll have to mix and guess what, it’s good news for all girls of all sizes: Olsenboye comes in a wide size range, from size 0 to size 15. Liz Sweney, Penney’s executive vice president and general merchandise manager of women’s stated:
“It’s really important that Olsenboye serves lots of girls. It’s not just about girls size zero or one.”
Meanwhile, Ashley Olsen also expressed her delight in the new line:
“Mary-Kate and I watch current trends and see our partnership with J.C. Penney as an opportunity to add something unique to the marketplace, especially in the current retail climate. Olsenboye is an extension of the Dualstar brand and we feel this collaboration complements and strengthens our business portfolio, delivering trend-based fashion at affordable prices.”
So there you have it: affordable, trendy, stylish and comes in a wide range of sizes. What more could you want from a celebrity clothing line?
Images via WWD