Getting to Know The Row: Why Is Everyone Obsessed with The New York City Brand?

In the era of quiet luxury, with its logo-less aesthetics and simple yet precise craftsmanship, the growing interest in less commercial brands is at an all-time high, and one brand in particular seems to be on everyone’s lips: The Row.

This New York City independent brand is actually owned by twin celebrities Mary-Kate and Ashley Olsen, and The Row has long been revered thanks to their meticulous, high-quality, and sophisticated fashion line. From The Row handbags, shoes, and clothing, their uncompromising quality has always been embraced by fashion lovers and Hollywood celebrities alike. Today, The Row is appearing everywhere, even in MAYFEYR’s very own brand lineup.

Now hoping that we’ve sparked your interest, this is everything you need to know about the hottest fashion brand, The Row.

The Olsen Twins & How It Started

If you grew up in the 90s, the Olsen Twins are very familiar names, as they had been acting since they were very young. But beyond acting, they were also known for their chic and understated fashion style. So, when Ashley Olsen set out in 2005, at the age of 18, to create the perfect white T-shirt as part of a hobby, that happy project eventually led them to what they were always destined to be: fashion designers.

Named after London’s famous Savile Row Street, known for its bespoke tailor shops, the twin sisters chose a brand name that had nothing to do with them. Speaking to i-D magazine at the time, Ashley explained: “We didn’t want to be in front of it, we didn’t necessarily even want to let people know it was us,” and continued, “It was really about the product, to the point where we were like: Who could we get to front this so that we don’t have to?”

Design & Aesthetics

What started as a fashion project for women has since grown into a luxury fashion brand now worth US$1 billion. With offices in London and Paris in addition to New York City, The Row has expanded into menswear and even launched a children’s collection in 2021, which was estimated to generate over US$100 million in sales that same year.

So, what makes it so unique? The most common words associated with The Row are understated, clean, and minimalist. As the Olsen Twins explained in an interview, the brand’s identity isn’t trend-based but centred on reinterpreting everyday fashion staples, such as oversized coats and shirts, that are both comfortable and durable, crafted only from exclusive and premium fabrics.

The Row’s purses and shoes are also often praised for their wearable and timeless designs that prioritize quality and exquisite craftsmanship over loud logos and bold details. At the top of the list is The Row’s Margaux bag, celebrated for its quiet luxury aesthetic and practical features like a spacious interior and adaptable side buckles, making it the perfect everyday bag.

The Row’s quiet luxury design naturally draws in celebrities and fashion enthusiasts who are eager to own its pieces, but the fashion label also practices what it preaches.

The Olsen Twins are notoriously known for their discreet and private lives, often avoiding Hollywood parties and still not owning Instagram pages to their names. They were so reclusive that they didn’t even give an interview for the first three years after The Row was established. Of course, nowadays you can spot The Row during New York Fashion Week, but don’t expect them to plaster their brand around town with giant logos or heavy advertising.

Perhaps this is a clever approach, as The Row’s quiet luxury ethos definitely contributes to its long-running success, exuding an air of enigma and a sense of exclusivity for the brand known only to a discerning few.

Own your piece of The Row today, available exclusively at MAYFEYR.