What's in a name...

Mary-Kate and Ashley Olsen showed their new juniors line for JC Penney, Olsenboye, this morning to press. I expected something darker and more brooding - maybe suggesting the twins’ own style while playing off the goth-y, vampire craze in the tween/teen market.

Instead, sequined peace signs, skinny leggings and tie-dyed purses looked as down-to-earth as the price point, which runs $20-$50. To market the line a pink truck is driving through NYC distributing hoodies, jeans and cupcakes – a spin off New York’s current craze over gourmet food and dessert trucks. And by the time the truck opened this afternoon, there was already a queue.