OLCAY GULSEN
Born and raised in the Netherlands, Olcay Gulsen has always had an eye for business and a heart for fashion. At 14 she used to cut up her mother’s clothes to create her own version of Jean Paul Gaultier’s corsets and to this day she has trans- formed her fashion label SuperTrash into a global success with stores in Holland, Belgium, United Kingdom and United States.
Driven and determined, Olcay’s signature style of sharp tailoring, natural confidence and sexy femin- ity was immediately apparent in her first collection launched in 2004. Following the label’s instant suc- cess, she has been awarded Best Fashion Entrepre- neur at Marie Claire’s Prix de la Mode; been a guest judge on Holland’s Next Top Model; a jury member on the Dutch Project Catwalk and a fashion com- mentator on Fox’s The Daily Buzz in the US.
Olcay divides her time between Amsterdam, Lon- don and New York, constantly seeking business opportunities and ensuring SuperTrash is ahead of the fashion pack. To date she has collaborated with American Express, Bavaria, Disney, Mattel, Philips and Samsung, while her collections are always fresh, always feminine, with an abundance of ST. attitude. TIMELINE
2004 SuperTrash started with Olcay responsible for the European and Asian Markets 2009 Olcay became owner and creative director of SuperTrash 2009 SuperTrash Magazine launched 2010 Five SuperTrash flagship brand stores opened in the Netherlands 2010 Olcay collaborated with Mattel, Philips and Samsung 2010 SuperTrash is sold at UK’s Selfridges, Fenwicks and on ASOS.com 2011 SuperTrash creates 1,200 different styles a year and sells over 600,000 units contributing to an annual turnover of over €25 million. 2011 The luxe Olcay Gulsen collection is launched in the US 2011 SuperTrash further collaborates with Samsung 2011 Olcay becomes a main jury member on the Dutch version of Project Catwalk 2012 Introducing the first SuperTrash Fragrance Phenomenal 2012 Opening of new HQ in New York 2012 Olcay becomes a main mentor on new launch The Face 2012 SuperTrash designed a European Championship dress for the largest supermarket chain in the Netherlands 2012 Opening first brand store New York 2012 Opening first brand store London 2013 Olcay has her own fashion segment on Fox’s The Daily Buzz in the US 2013 Olcay becomes ambassador for the first Global Kids Fashion Week (GKFW) in London 2013 Olcay becomes ambassador for international non-profit foundation Challenge Day TELEVISION
Since launching SuperTrash, Olcay has established herself as a global media personality. She was catapulted into the limelight as a judge on Holland’s Next Top Model and later that year she presented Holland’s Project Catwalk. In 2012, Olcay was made one of the mentors Endemol’s The Face - a new modelling programme that was instantly popular.
Olcay is a regular on international fashion programs like TLC’s Ultimate Shopper.
IN THE MEDIA
Since the brand launched Olcay has been featured in numerous international titles, including Cosmopolitan, Elle, Grazia, The Sunday Times Style and Glamour, to name but a few. Olcay recently collaborated with Interview Magazine ahead of the launch of SuperTrash’s New York store.
MAGAZINE
Launched in November 2009, SuperTrash Magazine was the first glossy title published by a Dutch fashion label. In 2013 it became ST. Magazine, with a renewed focus on art, fashion, film, music and travel for the avant-garde SuperTrash woman. This inspirational coffee table magazine for the woman who knows what she wants truly epitomises the SuperTrash DNA. Published twice a year with a circulation of 45,000 copies, ST Magazine is distributed through SuperTrash retailers, brand stores and online.
Each issue Olcay channels a fashion icon that epitomizes our bra nd DNA. Past issues have included Brigitte Bardot, Bianca Jagger, Jackie O, Galliano and most recently Florence Welch.
ROCK GODDESS, STYLE ICON OR BOTH? FLORENCE WELCH
ISSUE 16 / AUTUMN 2013 / WWW.SUPERTRASH.COM AWARDS
In May 2010 Olcay won the Amsterdam Business Award for versatility and was praised for good strategic vision and strong versatility in a tough economic envi- ronment. Jury chairman Marius Rietdijk of the Amster- dam Business Award said: “Her staff is all treated like entrepreneurs, she makes optimum use of new media such as Twitter and blogging, financially her business plan has been well thought through, and she has ap- proached the market fantastically. In just a few years she’s managed to turn her Amsterdam-based fashion company into an international one worth millions”.
In 2010 she won the coveted title of Best Fashion Entrepreneur at the prestigious Marie Claire’s Prix de la Mode Awards. Her plan to become a global lifestyle brand with stores in every major global city continues to be her main focus. COLLABORATIONS AMERICAN EXPRESS
To mark the launch of their new “Green Card”, Ameri- can Express approached Olcay about designing a one-of-a kind cocktail dress for the event. The one shoulder, mosaic-patterned cocktail dress was made out of 800 American Express cards and finished with gold accents. The new card was targeted towards young, ambitious entrepreneurs who are frequent trav- ellers either for business or leisure. American Express believed that Olcay was the perfect representative for the new card and the dress was received with huge press coverage. BAVARIA
Olcay collaborated with Dutch brewer Bavaria to cre- ate the ‘Dutch dress’ ahead of the 2011 World Cup. Orange and custom-made for Bavaria, it was the first World Cup item to be created specifically for female supporters. The dress made world headlines after Bavaria pulled a marketing stunt using models to dance and promote the dress on the pitch to the huge audience. The girls were arrested for this aggressive marketing ploy and later released with a warning. “SuperTrash is a popular international fashion brand with ambitions Bavaria can relate to; to deliver an attractively-priced quality product. In record time, the establishment has had to make room for this new- comer in the fashion industry”, said Frenkel Denie, Marketing manager Bavaria. MATTEL
For her 50th anniversary, Barbie asked SuperTrash to design three items inspired by the famous doll. The re- sults were presented at the Bijenkorf department store on July 10 2011 and went on sale at their exclusive in-house Barbie shops. Besides SuperTrash, other designers, including Claes Iversen, Spijkers & Spijkers and Bas Kosters were also asked to contribute a one-off design. Barbie had previously launched a similar project in the US, us- ing designers such as Diane von Furstenburg, Donna Karan, Christian Louboutin and Calvin Klein. PHILIPS
Olcay worked closely with global electronics brand Philips as the face of the new SENSEO® Quadrante. Combining her fashion presence with such a noted brand ensured the campaign was a huge success. “Looking to the clear design focus of our new Senseo model and the same ambition of SuperTrash to cre- ate an experience it’s great that we can present the Senseo Quadrante during the fashion show of Super- Trash at the Amsterdam International Fashion Week,” said Robert-Jan van Sway, marketing manager Philips Consumer Lifestyle. SAMSUNG
In 2011 Olcay became the official spokeswomen for the Galaxy Tablet. Samsung recognized her fash- ion profile and charismatic persona in the European market and wasted no time approaching her about a collaboration. Samsung also launched a limited edition “luxury tablet” designed by Olcay. ALBERT HEIJN
In 2012 Dutch supermarket chain collaborated with SuperTrash on both a limited-edition dress for the European Championships and a recyclable, reusable bag with the motif ‘Don’t trash my (super) bag’. Both collaborations were a huge success with the items selling out instantly. GKFW
Olcay was approached to be an ambassador for the first ever Global Kids Fashion Week (GKFW) in Lon- don. The 3-day event, showed collections from Tom- my Hilfiger, Little Marc Jacobs and Chloé, to name a few and also showed the latest ST. Girls collection. STOP AIDS NOW
In conjunction with non-profit foundation Stop Aids Now, SuperTrash has launched a limited- edition skirt with all proceeds going to helping women with HIV in Africa. DISNEY
Alongside international labels such as Lanvin and Philip Treacy, SuperTrash designed and showed a limited-edition dress inspired by Disney’s The Lion King. The one-off item was showed in an internation- ally-publicised event at Disneyland Paris alongside all other participating labels. For Licensing, Wholesale & PR: For Travel Retail:
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