How The Row Became Fashion’s Most Enviable Brand

78 per cent cashmere, 14 per cent silk, three per cent wool, two per cent camel hair . So reads the care tag on’s Autumn/Winter 2019 ‘Mance’ coat. The colour is sand and it’s a pull-on turtleneck style in textured cashmere and silk bouclé, with a tunic silhouette. It has side-seam pockets and a back storm flap. It stops a flick short of the floor and costs the same as a small car.

“The Row was established in 2006 by Ashley Olsen and Mary-Kate Olsen,” declares the New York-based house on. “Focusing on exceptional fabrics, impeccable details, and precise tailoring, the house combines a timeless perspective with subtle attitudes which form an irreverent classic signature. The Row’s collections also explore the strength of simplistic shapes that speak to discretion and are based on uncompromising quality.” This is pretty much the extent of its communication.

Here, getting dressed is about personal pleasure, with just a piquant spike of otherness. The Row is classic in the same way a martini is: an entire glass of vodka, with just an atomiser-spritz of vermouth. As one fan, a London-based writer and editor in her thirties explained: “I wouldn’t say The Row is necessarily always easy, in the way that timelessly elegant things can sometimes be. It’s super polished, but it’s got teeth.

What began as Ashley’s pursuit of creating the perfect white T-shirt spiralled into a collection. It does its work interchangeably in navy, ivory, cream, grey and black, foreign from the shining ubiquity of a particular season. Like – let that achievement sink in – The Row stands in its own completeness, with the brevity of a personal life trousseau. In its mind there are no other clothes.In 2008, Lauren Hutton, legendary as an embodiment of understated style, modelled for the brand. “I saw the clothes, and they were wonderful, real simple, minimalist designs,” the American supermodel told the

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