The Row (fashion label)

The Row was established in 2006 by Ashley Olsen and Mary-Kate Olsen. Focusing on quality fabrics, attention to details, and precise tailoring, the brand aims to merge aesthetics of timelessness and irreverent classic signatures. The Row’s collections have also experimented with the aesthetic of simplicity.[1]

The Row
IndustryFashion
Founded2006
FounderAshley Olsen
Mary-Kate Olsen
Headquarters
New York City
,
United States
Websitewww.therow.com

History

The idea for the brand started as a personal project in 2005 when Ashley Olsen challenged herself to create a perfect T-shirt.[2] She tested the design on a variety of women of all body shapes and ages in an attempt to find a "commonality in fit and attitude."[3]

By 2006, the sisters had created a 7-piece collection that included the T-shirt, a pair of cotton sateen leggings, and a cashmere wool tank dress. Barneys New York bought the entire first collection.[4] The brand has expanded to include ready-to-wear, resort, handbags, sunglasses, and shoes.[5]

Initially, the Olsens did not want their names attached to the brand and preferred to let the clothes speak for themselves. They did not give an interview about The Row for the first three years after its inception.[6]

In 2008, Lauren Hutton modeled for the brand's first look book. Hutton explained: "... I saw the clothes, and they were wonderful, real simple, minimalist designs ... Ash had a place on the beach, so we did it at her place ... And they would dance on the deck, and I would do what they were doing. And it was good."[7] Hutton accompanied the Olsens to the Council of Fashion Designers of America's annual awards show in 2012, the year they won their first Womenswear Designer of the Year award.[6]

The Olsens work primarily out of The Row's TriBeCa studio, which they have occupied since 2012, though a Paris office was opened in 2011.[2]

In 2014, The Row opened its first store in Los Angeles. The brand's second flagship store opened in New York in May 2016 with the brand's Pre-Fall 2016 collection.[2][8][9]

The Row first created a menswear collection for Spring 2011, and in October 2016 the label launched a new collection of menswear at their Los Angeles and New York stores, with the intention to continue expanding the offerings.[10]

In August 2018, The Row announced a complete menswear collection that included suiting, denim, and knits.[11] The Olsens conducted two years of research prior to launching the collection, which will be available in stores starting in October 2018.

Marketing

The brand's collections are regularly presented at New York Fashion Week and have been presented twice at Paris Fashion Week. The Spring 2016 collection was shown at the Château de Courances.[12]

Retail locations

The Row is currently available in 164 stores in 37 countries.[2]

In 2014, The Row opened its first store in Los Angeles. The Los Angeles location won an American Architecture Award from The Chicago Athenaeum in 2016.[13] The brand's second flagship store opened in New York in May 2016 with the brand's Pre-Fall 2016 collection.[2][8][9]

As of August 2018, The Row has plans to open more than one store in Europe.[11] In March 2019, the brand announced a London store, set to open in Summer 2019.[14]

Collaborations

In 2011, The Row collaborated with TOMS Shoes for a limited-edition collection for the latter brand's one-for-one model.[15] Afterward, the Olsens accompanied TOMS on a shoe drop in Honduras.

In 2012, The Row teamed up with Damien Hirst to create a line of luxury backpacks.[16] The collection featured The Row's signature crocodile backpack in 12 different designs by Hirst. A portion of the proceeds of each sale went to UNICEF.

In 2015, The Row collaborated with Oliver Peoples on an eyewear collection, which included both optical frames and sunglasses.[17] In 2018, The Row collaborated with Oliver Peoples on a second eyewear collection. The collection was inspired by the 1990s.[18]

In February 2018, The Row collaborated with the Noguchi Museum for their Fall 2018 show at New York Fashion Week. The Olsens filled their showroom with sculptures by the artist, and their models walked among them. In September 2018, The Row again collaborated with the Noguchi Museum for an installation at the Dover Street Market in New York. The installation included a selection of looks from the brand's Fall 2018 collection, two sculptures by Isamu Noguchi, and three |Akari light sculpture panels.[19]

The Row has collaborated with Superga.

Awards
Year Awarding Organization Category Result Ref
2012 Council of Fashion Designers of America Womenswear Designer of the Year Won [20]
Wall Street Journal Innovator of the Year: Fashion Won [4]
2014 Council of Fashion Designers of America Accessories Designer of the Year Won [21]
2015 Council of Fashion Designers of America Accessories Designer of the Year Nominated [20]
Council of Fashion Designers of America Womenswear Designer of the Year Won [20]
2016 Council of Fashion Designers of America Accessories Designer of the Year Nominated [22]
Council of Fashion Designers of America Womenswear Designer of the Year Nominated [22]
2017 Council of Fashion Designers of America Accessories Designer of the Year Nominated [23]
Council of Fashion Designers of America Womenswear Designer of the Year Nominated [23]
2018 Council of Fashion Designers of America Accessories Designer of the Year Won [24]
Council of Fashion Designers of America Womenswear Designer of the Year Nominated [24]
2019 Council of Fashion Designers of America Accessories Designer of the Year Won [25]

References
  1. "About the Brand". therow.com, retrieved January 9, 2016.
  2. "The Row: The Quiet Ones". Women's Wear Daily, April 29, 2015.
  3. "Behind The Row: Meet Mary-Kate and Ashley Olsen". Vogue, March 22, 2011.
  4. "Sisters of the Divine". Wall Street Journal, October 25, 2012.
  5. "Mary-Kate & Ashley Olsen, Designers, The Row". Business of Fashion, retrieved January 9, 2016.
  6. "The Surprise Luxury Label". Wall Street Journal, May 14, 2014.
  7. "Lauren Hutton: 'I haven't slept in 10 years'". Los Angeles Times, April 10, 2010.
  8. "Ashley and Mary-Kate Olsen Launch Shoes, and Other News From The Row’s Pre-Fall Presentation". Vogue, January 8, 2016.
  9. "The Row’s Ashley and Mary-Kate Olsen Are About to Open Their Most Beautiful Store Yet". Vogue, May 19, 2016.
  10. "What Does The Row’s New Menswear Look Like? You’ll Have to Go to Its New York and L.A. Stores to Find Out". Vogue, November 3, 2016.
  11. "Mary-Kate and Ashley Olsen’s The Row Launches Menswear". WSJ Magazine, August 27, 2018.
  12. "The Top 10 Moments From Paris Fashion Week". The New York Times, October 9, 2015.
  13. "The Row - Melrose Place | Los Angeles, California | 2014". The Chicago Athenaeum Museum of Architecture and Design, retrieved September 26, 2018.
  14. "Mary-Kate and Ashley Olsen Gave a Rare Interview About Their Clothing Line". W Magazine, retrieved March 16, 2019.
  15. Olsens Collaborate With Toms Shoes. Women's Wear Daily, February 11, 2011.
  16. Olsen Twins Collaborate With Damien Hirst. Vogue UK, December 04, 2012.
  17. The Row, Oliver Peoples Link for Eyewear Collection. Women's Wear Daily, September 25, 2015.
  18. The Row, Oliver Peoples Team on Second Eyewear Collection. Women's Wear Daily, August 29, 2018.
  19. "The Row Is Bringing a Noguchi Show to Dover Street Market". Vice Media, September 6, 2018.
  20. "The Row Wins CFDA Womenswear Designer of the Year Once Again". fashionista.com, June 1, 2015.
  21. "And the 2014 CFDA Fashion Awards Winners are…". cfda.com, June 3, 2014.
  22. "The 2016 CFDA Fashion Awards Honorees and Nominees". cfda.com, March 17, 2016.
  23. "2017 CFDA Fashion Awards Nominees Named". wwd.com, March 23, 2017.
  24. "2018 CFDA Fashion Awards Nominees Named". wwd.com, March 15, 2018.
  25. "And the 2019 Winners Are ...". cfda.com, June 3, 2019.
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