American Label Supertrash Comes Back to America

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Born in LA, raised in Amsterdam (that's in Holland), Supertrash is one of Europe's most successful contemporary fashion labels—it's sold in over 1,000 stores all throughout the world. The label's followed a sort of boyband-ish business-launch-model—see N*Sync and the Backstreet Boys—finding success abroad before returning to the mother country. Founded by LA socialite Ava Rily, Supertrash was licensed to its current creative director Olcay Gulsen in 2004. Supertrash makes its homecoming debut today&8212;celebs including Rachel Bilson (wearing Supertrash, above), Paz Vega, and Stephanie Pratt are already fans.