The Olsens launch ANOTHER Fashion Line!

07 April 2011

Those pesky Olsens! Well, not really - but how DO they manage to do everything before almost ANYONE else? Today, Mary-Kate and Ashley have announced they are set to launch an online fashion venture called stylemint.com, where the Olsens will launch a limited collection every month in an op-out system, like a wine club or movie rental doobry.

Stylemint is in addition to the Olsens' twenty-seven other apparel lines, and is founded in partnership with BeachMint Inc (a company headed by Josh Berman, who was one of the original founders of that mid-noughties zeitgeist, MySpace). It will be a sister site to jewelmint.com, a jewellery site fronted by Kate Bosworth and stylist Cher Coulter.

Stylemint.com will invite users to sign up as members in order to tailor purchase suggestions, with users also able to use an integrated feature with Facebook and Twitter in order to ask their friends about potential purchases. Clever, right?

Starting in July, the first collection will comprise eight ladies T shirts, including classic crewnecks, V-necks, and a relaxed Henley, all priced at $29.95. In the future, the line may also be expanded to include knits.

The Olsens will also be appearing on camera for the site, in videos to accompany the collections. Jill Collage, the president of Dualstar Entertainment Group (the company set up by the Olsens to manage their multiple business interests. Dual Star – geddit?) told WWD that the twins ‘don’t go on camera often, so that will be special for this site. The consumer will be able to see how dedicated they are to the product. It’s all about the quality and fit and the material of these T-shirts.’

She also said that MK and Ashley ‘feel like these monthly clubs are the wave of the future. Ashley and Mary-Kate really love connecting with the consumer online and being able to get feedback on the product and content of the site so quickly.’

Excitables!

- Alex Butt


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