A tipster tells us the Mary-Kate and Ashley are at their Olsenboye treat truck in Union Square like now. Send pics if you’re there and eat a cupcake for us since we’re stuck in the office.UPDATE: Wow, you guys are fast. Click through for a photo.

photo courtesy WWDThis morning we have more details on the Olsen’s latest venture, a juniors line for JCPenney called Olsenboye. According to WWD, the collection will be available at 600 stores in February, but will make a limited debut online and in 50 key locations on November 6th.

Twitter, Facebook, and other social media tools will play a huge part in marketing the line to teens. And today there’s supposed to be an Olsenboye truck out around New York selling merch and handing out cupcakes and balloons. (Let us know if you spot it!)

The line will be sized from 0 to 15 and priced from $20-$50. Ashley says, “Olsenboye is an extension of the Dualstar brand and we feel this collaboration complements and strengthens our business portfolio, delivering trend-based fashion at affordable prices.”

We just wonder what Cintra Wilson will think.

UPDATE: We just heard the “treat truck” will be in Union Square today, Herald Square tomorrow, and Washington Square Park on Thursday.

“[Cintra] Wilson told me she usually writes about ‘obscure stores that don’t exist outside of Manhattan,’ and she thinks of her audience as ‘1,300 women in Connecticut and urban gay guys in Manhattan.” She said it was ‘kind of provincial of me [Wilson]’ not to realize how big The Times was and how her audience would expand when she reviewed a store like Penney’s. She said she also thought she hit a raw nerve with people already disposed to think of The Times as disconnected and unsympathetic. ‘It was dumb on my part not to see this coming,’ she said.” —NY Times Public Editor Clark Hoyt in trying to lay to rest the great Cintra Wilson/JCPenney feud of ‘09.

“J. C. Penney has always trafficked in knockoffs that aren’t quite up to Canal Street’s illegal standards. It was never “get the look for less” so much as “get something vaguely shaped like the designer thing you want, but cut much more conservatively, made in all-petroleum materials, and with a too-similar wannabe logo that announces your inferiority to evil classmates as surely as if you were cursed to be followed around by a tuba section.” —Cintra Wilson in The New York Times.

Memo:

Charlotte Ronson’s I [Heart] Ronson line for JC Penney is now available for perusal on the JC Penney site.

We’ll admit the most exciting part is definitely the price range, but at least you have something more realistic to window-shop before the McQueen sale on Gilt at noon today.

On a side note, does anyone else think the model, at left, looks a bit like Confessions of a Shopaholic’s Isla Fisher?

We haven’t been inside a J.C. Penney since the last time we lived near a mall, because it was easier to get inside through the cheap chain than to park outside the main entrance. We’re sure a lot of you are the same way, but here’s some news that might make you at least Google the store to see if the one in Jersey City really is that far away (it kind of is):

Charlotte Ronson’s doing a line for them, I [Heart] Ronson, in stores this February.

The price point will be: ‘$15 for tees and tanks, $26 to $44 for blouses, sweaters and jeans, $40 to $65 for dresses and jackets’, which is a decent slide down in price from this $389 jacket from her eponymous line.

Charlotte already has long term plans to eventually bring shoes to the range, so we guess this will be an ongoing thing rather than just a one-off capsule collection.

Which basically makes J.C. Penney the ones with opposable thumbs in this new economic game, especially since we’re sure Charlotte Ronson customers don’t normally enter J.C. Penney, or even go on their site (which will of course carry I [Heart] Ronson, too), and especially since, up until now, Target’s been the big retailer snagging all the good designers.

So maybe we should have called this: Is the New: J.C. Penney and Target?

Whenever we’ve thought of JC Penney (which was pretty much never), we never thought “cool” - until this morning.

WWD reports that the mega cheap chain is putting its green money where its green mouth is with a self-sustaining initiative to be completed by this November.

JCP’s planning on harnessing solar and wind energy to power ten stores and a distribution center in Reno, in addition to certain stores in California and New Jersey just to start out.

Needless to say, we’re very impressed that someone is finally taking up one of the easiest ways to generate power cleanly and efficiently (if you have the money, of course), and amazed that it’s a chain like JCPenney and not Whole Foods or Barneys, or one of the many other stores that consistently put out green initiatives that usually deal with us buying something to make it happen.

Maybe if there were artist collaborations with windmills, everyone wouldn’t be so opposed to them? Maybe JCP can get Marimekko to paint some poppies on their windmills - efficiency and beauty - then we’re sure everyone would think they’re cool.

We all know green is the direction to which department stores (many kinds of stores, actually) have been inching.

Barneys’ holiday window theme was green, Nordstrom just announced its own earth-friendly plans, and now JC Penney is labeling all organic/renewable/recycled products with a “Simply Green” sticker to help shoppers make more environmentally conscious purchases.

And as much of a help all these different moves are for the greater cause of slowing down harmful effects to the planet, we’re starting to wonder, when will the inching stop and the real all out changes begin?

We’re surprised that no major stores have announced any plans to go completely green. We’re sure there must be little ones dotting the country somewhere, but when will major retailers like Kohl’s or Macy’s set a standard of totally sustainable practices? Like, solar-powered stores, totally recyclable bags - or better yet, charging people to use new bags - or selling clothes only from designers who watch their own environmental effects in their work?

We realize this is a long shot and is probably decades away, but we’re already sort of wondering who will be the first. We think it’ll start with a smaller but well known store, like Barneys of Maxfield, and then eventually the bigger chains would have to follow suit.

The question is, will we see it in our lifetime?