Mary-Kate and Ashley Olsen Launch Olsenboye For JCPenney The rumors are true: Mary-Kate and Ashley Olsen are launching a juniors line called Olsenboye for JCPenney. The retail prices will range $20 to $50 for casual sportswear and accessories, which includes denim, bottoms, tops, dresses, skirts, shorts, jackets, handbags, and shoes. Check out a couple more looks from Olsenboye!