Olsen Twins to Launch Junior Brand for J.C. Penney

USMagazine, Monday, October 26, 2009, 9:05am (PDT)

Mary-Kate and Ashley Olsen have once again entered the fashion design fray.

The former child actresses, 23, are set to launch a new mass-market line for J.C. Penney department stores, Women's Wear Daily first reported.

The travel-themed sportswear and accessories line will be available in 600 stores nationwide.

Called Olsenboye, the mid-priced juniors' line will feature various collections, each of which will highlight a different city of interest to the twins. The merchandise will include denim, bottoms, tops, dresses, skirts, shorts, jackets, handbags and shoes. The line will retail from $20 to $50 and is being designed to be mixed to create different looks. The items will be available in sizes 0 to 15.

"It's really important that Olsenboye serves lots of girls," Liz Sweney, Penney's executive vice president and general merchandise manager, said. "It's not just about girls size zero or one."

Their clothing hits select store shelves and the J.C. Penney's Web site beginning in early November. The full collection will be available in February.

Mary-Kate and Ashley, worth an estimated $300 million combined, also helm high-end clothing lines The Row and Elizabeth and James. They also had a short-lived girls' clothing line at Wal-Mart.

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