Madden, who worked with the Olsens on launching their shoe line for Elizabeth and James, says that it was the Olsens who first approached him about doing something with Superga: “We do a lot of business with Mary-Kate and Ashley. They’ve become friends."
Ashley Olsen adds: “We were at a meeting with Steve, and we were wearing Supergas — two years later, it kind of fell into our lap. I really don’t think there’s anything like this brand. It’s a tennis-shoe brand with 100 years under its belt.”
The Olsens will launch an upscale Superga sneaker collection co-branded with The Row for Spring 2012, and will develop all creative and marketing initiatives for the brand, in addition to overseeing retail lines of distribution. “At first, Superga just needs to start off in the right stores and be on the right people’s feet,” said Ashley Olsen. “We look at a million opportunities a day; it’s very personal for us.”