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By age 18, Mary-Kate and Ashley Olsen were running a multibillion-dollar entertainment company. After 10 years at the helm of their multimillion-dollar label, The Row, named in homage to the precision of Savile Row tailoring, they've opened an L.A. flagship. They also design Elizabeth and James, a lower-priced, younger line. In an exclusive interview with ELLE magazine, the twins explain why everything they touch turns to gold.
Launching in 2004 with a perfect white T-shirt, they weren't setting out to create a line of daywear basics as lust-able (or as pricey) as Hermès. It just sort of happened. After the tee came a perfectly cut tank top, the $1,000 leather leggings, and the perfectly tailored blazer.
"It's hard to believe it's been 10 years," says Mary-Kate.
Today, the label generates sales in the tens of millions and is carried in more than 145 high-end boutiques and department stores in the United States, among them Barneys, Bergdorf's, Neiman Marcus, and Saks. In London: Harvey Nichols, Liberty, Matches, Selfridges; and in Paris: Montaigne Market and Le Printemps.
Their accessories are sold in more than 77 stores, with prices ranging from $1,000 to $39,000; this fall, they launched a line of shoes for both men and women with Enzo Bonafè. Also they have won the CFDA Womenswear Designer of the Year in 2012 and the CFDA's Accessories Designer of the Year honor this year.
"Every move that we've made through the past 10 years has been step-by-step," says Ashley. Mary-Kate adds: "One item at a time. We sit and look at everything in every possible version of how you might wear it. We are all about making our clothes work with reality."
According to Elle, the Olsens often look into each other's eyes when they begin speaking, as if agreeing on what to say jointly before one of them utters a word.
"If something doesn't work out, that's fine," says Mary-Kate.
They came to New York from L.A. in 2004 to launch their fashion line and also shed their image as child stars. Last May, they opened their first L.A. store, on Melrose Place, in the old Sally Hershberger-John Frieda salon where they had their hair done growing up.
"What's been the most telling about the business is our store in L.A.," Ashley says. "Many of the women are international clients who come to L.A. only to shop, so we like to play with different materials. Our client is very understated, but she's happy to spend the money."
"We design into that information," says Mary-Kate. "We're excited to see what sells."
Check out some designs from The Row below:
@netaporter A photo posted by THE ROW (@therow) on Oct 10, 2014 at 12:51pm PDT
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