olsenboyle-look-book-01

Olsenboye by Mary-Kate & Ashley Olsen for JCPenney [First Look]

Monday, October 26, 2009 by Wendy Lam

Last Thursday we reported that Mary-Kate and Ashley Olsen were designing a collection for JCPenney called Olsenboye, today WWD has the first look. Today a new marketing approach for the retailer kicks-off with “an Olsenboye truck cruising around New York selling merchandise and giving out cupcakes, balloons and pins, and empty racks in 50 high-profile stores will be covered in Olsenboye shrouds.” For three days only, if you catch the truck you’ll be able to preview the whole collection, shop and eat treats- be sure to bring cash!

If you’ve been wondering what Olsenboye means, it’s the Olsens’ ancestral name. The collection will include denim, bottoms, tops, dresses, skirts, shorts, jackets, handbags and shoes, and will retail from $20 to $50. Olsenboye officially launches on November 6th and is slated to hit 50 JCPenney stores, including the Manhattan flagship, and jcp.com for a limited time.

Check out the teaser video and schedule of where the Olsenboye truck will be after the jump…

olsenboyle-treat-truck-schedule

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