How do we feel about Olsenboye?

Mary-Kate and Ashley Olsen, the business mavens behind The Row, Elizabeth and James, DualStar Entertainment Group and a ‘tween clothing line at Walmart, have announced their newest business endeavour. They are launching a new affordable and chic fashion line called Olsenboye, which will be sold exclusively at JCPenney starting in February.

I suppose with Gaultier designing for Target and Jimmy Choo for H&M, a budget friendly Olsen brand for the trend conscious was inevitable. Their partnership with JCPenney makes sense, especially after their recent efforts to be a household fashion giant. I’m sure you’ve seen Who What Wear’s "Schooled in Style" series, which shamelessly shows eager viewers how to incorporate JCPenney brands into each season’s trends.

Although the brand leans to the “overly-trendy” side, I must admit I was lusting after a BE & D Ruffled Platform Sandal that has the same look and feel as one of the line’s shoes.

Items in the collection will include denim, bottoms, tops, dresses, skirts, shorts, jackets, handbags and shoes and will retail from $20-$50.

Below: Ashley Olsen and Mary Kate Olsen looking chic as they promote Olsenboye at Good Morning America.

Watch this Olsenboye promotional movie below if you can stomach three cheery hipster-wanna-bes frolicking around NYC.