Ashley and Mary-Kate Olsen's The Row has kept a rather low profile since launching in 2006.
The luxury line sits atop the mini-empire that includes Elizabeth and James and Olsenboye and it was, at the start, exclusively available at Barneys.
But the twins are following in the footsteps of recent online converts Alexander Wang and Proenza Schouler - they launched their own website yesterday, TheRow.com.
It offers lookbooks of both men's and women's collections through Pre-Fall 2010, a news section (promising a behind the scenes look at next month's NYFW presentation), a mission statement and soon, a shop feature. The simple design is set against varying fabrics, draped like a $300 t-shirt should be.
Is it too soon to declare 2010 the year of the Olsen?
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