Women’s Wear Daily is reporting that Mary-Kate and Ashley Olsen have signed a deal with J.C. Penney to launch Olsenboye, a junior brand that will be exclusive to the chain. Olsenboye, which is the Olsens’ ancestral name, will retail from $20 to $50. Hitting stores in February, the collection will include denim, bottoms, tops, dresses, skirts, shorts, jackets, handbags and shoes.
“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,” said Ashley.
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Starting today, JCPenney will be parking a “treat truck” for three days in three locations in NYC, for a sneak peek at some Olsenboye product. The best news is that the Olsen’s will be making a surprise appearance at one of the three locations.
Treat truck locations:
* Mon., Oct. 26- Union Square
* Tues., Oct. 27- Herald Square
* Wed., Oct. 28- Washington Square Park
Photos by WENN.com
I like Ashley and Mary Kate but I’m not interested in their JCP line.
at least their clothes will be in a reasonable price and they are actually not that bad.
I always thought they were trying to get away from that teeny bopper fase.
Cute stuff!
I’m a decade removed from the target audience, but the clothing is actually pretty cute.
I know, I’ve even thought about their clothes at WM (and this is coming from someone who HATES that store with a burning passion!).
They don’t give a lot of peeks at the designs.. but the ones I saw were really great. I’m also well out of their target audience and I would like a few of those pieces.
I must be overworked…I had to reread the article to realize that its in JC Penny and not Target.
What age group does ‘junior’ include? I can’t tell what age it is for, or how old the models are.
I thought the pieces were cute, but would like to see more. I’m glad they will be reasonably priced.
hum, no