StyleMint, which launches this July, will work the same way as jewelry site JewelMint, which boasts Kate Bosworth and her stylist Cher Coulter as partners. It’s basically a 21st century “of-the-month” club, but with personalized recommendations that get more specific the more you buy. You register as a member and fill out style quizzes so that the site can tailor purchase suggestions for you–WWD likens it to the algorithms used by Pandora. You can also link to Facebook and Twitter through the site to garner opinions from your friends and followers.
The first collection will be a range of eight t-shirt styles, in a choice of solids and stripes. They will sell for $29.99 each, and the duo are hoping to branch out into sweaters and knits eventually. The Olsens are “helping” to design and merchandise the line, and they’ll be creating videos for the site. Ashley told WWD, “Online commerce is the perfect medium for us to create a new brand that is as much about the clothing as it is about the customer experience.”
Considering that the Olsens started The Row to be a perfect collection of T-shirts and basics, we can’t wait to see these more attainable versions.