clock menu more-arrow no yes

Filed under:

Random: The Olsens to Become Creative Directors of Superga

Image via Getty Images
Image via Getty Images

Racked is no longer publishing. Thank you to everyone who read our work over the years. The archives will remain available here; for new stories, head over to Vox.com, where our staff is covering consumer culture for The Goods by Vox. You can also see what we’re up to by signing up here.

Mary-Kate and Ashley Olsen have a collaboration coming up with sneaker brand Superga that will be co-branded with The Row, and will hit shelves for spring 2012. That's not that weird, but what is out of left field is that they've been tapped as Superga's creative directors. WWD reports that in addition to the collab, they'll "develop all creative and marketing initiatives for Superga, as well as oversee retail lines of distribution." You know—when they're not busy selling $34,000 bags.

Another one of their duties: To get Superga into high-end department stores and specialty boutiques—places they probably already have pull. To add to the randomness of it all, WWD also says that it was actually the Olsens who approached Superga about the venture. Here's some background info: Steve Madden Ltd. has the exclusive North American license of Superga, and the Olsens popped by two years ago for a meeting. Ashley Olsen tells it like this: "We were at a meeting with Steve, and we were wearing Supergas—two years later, it kind of fell into our lap." Just like that.
· The Olsens' Latest Gig: Creative Heads of Superga [WWD, subscription req'd]
· Can Celebrities Persuade You to Buy a $30,000 Bag? [Racked]
· Superga [Official Site]