First Look: The Row Launches E-Commerce Site

We cannot explain how excited we were when we received a press release detailing the launch of Mary-Kate Olsen and Ashley Olsen‘s flawless line, The Row’s new e-commerce site.

From the press release:

Reflecting designers Ashley Olsen’s and Mary-Kate Olsen’s interest in fashion, film, and art, the site’s interactive shopping portal creates a virtual home for The Row’s customers to experience and explore each season’s collection in an intimate online setting. “We focused on The Row’s e-commerce experience to be engaging, effortless, and as user friendly as possible,” says Ashley, “It’s a natural extension and next step to building The Row’s lifestyle brand.”

The website, which went live today, was designed by Sweden Unlimited. In an interview with, Mary Kate said of the site:

“We looked at a lot of different Web sites before we started working on our own, and we thought most of them were too loud. We wanted The Row Web site to be subdued and very direct. I think that has been a philosophy behind The Row ever since we started the line. All of the background visuals are high-res images of actual fabric swatches from our collections. We wanted the viewer to really see all of the details of the beautiful fabrics we use—washed red silk charmeuse, the scales of our python skins, our cashmere modals. We wanted it to feel like you could reach out and touch everything.”

Tto be honest, we were more captivated by the beauty of the site itself then by our ability to snag our favorite high priced tee shirts online — which is good, since we have to wait until 12:00PM PST / 3:00PM EST for that portion of the site to launch. Thankfully, they’re also offering up a couple sweet deals:

1. Enter the promocode SHOPTHEROW and take 15% off entire purchase. Offer expires on 8/20 at 12 Noon PST.

2. Registering your email on The Row’s online store automatically enters you to win a pair of The Row leather Motorcycle Pants. Contest ends on 8/20/2010 at 11:00 AM PST.

While you wait for the shop to launch, you can browse through the collections, read more about the background of the brand, watch exclusive videos from Fall/Winter 2010 Runway, and read up on the company’s up to the moment news bits. And if that’s just on day one, imagine what’s to come.

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