Designers Mary-Kate and Ashley Olsen have partnered with
JCPenney to launch a casual sportswear and accessories brand, Olsenboye.
The new juniors line is set to launch in spring 2010, but items will be available for a limited time on
jcp.com and in select
JCPenney stores beginning Nov. 6.
Ashley Olsen, designer and co-founder of
Dualstar Entertainment Group, said the collaboration aims to deliver trend-based fashion at affordable prices. “Mary-Kate and I watch current trends and see our partnership with
JCPenney as an opportunity to add something unique to the marketplace, especially in the current retail climate.”
Items in the collection, which includes denim, bottoms, tops, dresses, skirts, shorts, jackets, handbags and shoes, will retail from $20-$50.
Liz Sweney, executive vice president and general merchandise manager of Women’s apparel at
JCPenney, said the launch of
Olsenboye will bring a level of sophistication to the juniors department. “Our Juniors customers have grown up with Mary-Kate and Ashley and look to them not only as authentic designers, but also as style icons.”
The Olsens have two other high-end clothing lines,
The Row and
Elizabeth and James.
