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

Celebrity Style Oct. 26, 2009 AT 12:05PM
Olsen Twins to Launch Junior Brand for J.C. Penney Credit: Theo Wargo/WireImage.com

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.

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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."

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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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