
With the success of their other two brands Elizabeth and James and The Row, Mary-Kate and Ashley Olsen are launching an affordable juniors line exclusively for J.C. Penney, called Olsenboye.
The collection will be featured in 600 stores in February, but to get people excited about the upcoming brand, there’s going to be an Olsenboye truck cruising around New York. The truck will be selling merchandise and also giving away “cupcakes, balloons and pins, and empty racks in 50 high-profile store will be covered in Olsenboye shrouds.
The clothing line will be available on jcp.com starting Nov. 6 and “in those 50 stores, including the Manhattan flagship, for a limited time.”
Pieces will feature “denim, bottoms, tops, dresses, skirts, shorts, jackets, handbags and shoes as well as an accessories collection” and will retail from $20 to $50.
The Olsens were recently welcomed into the elite Council of Fashion Designers of America.
The treat truck locations:
- Oct. 26 – Union Square from 2:30 p.m. – 6:30 p.m.
- Oct. 27 – Herald Square from 2:30 p.m. – 6:30 p.m.
- Oct. 28 – Washington Square Park from 2:30 p.m. – 6:30 p.m.
Are YOU excited about the new brand?


Edited: October 26th, 2009