“She had an incredibly simple concept: giving today’s fashionistas what they want.” When asked at the age of three what she wanted to be when she grew up, Olcay Gulsen replied ‘the boss’. Dream became a reality as the Dutch 31-year-old catapulted the cult SuperTrash brand to global success. Her fast-growing empire is about to celebrate its fourth anniversary and has an annual turnover of Olcay never talks about number/money million. Born in 1980 in Holland, the 31-year-old multi-millionairess has built a hugely successful career on an incredibly simple concept: giving today’s fashionistas what they want. Entrepreneurial spirit was prevalent at an early age in Olcay who opened her first HRM company when she was just 21. But it was in 2004 after a chance meeting with LA socialite Eva Rily – the original founder – that Olcay had a ‘light bulb’ moment; she saw a market for the brand in Europe and the pair joined forces to develop it. In 2009, Olcay became the owner and creative director of the brand with a goal to see fashion-savvy women with SuperTrash in their wardrobes. Taking inspiration from LA lifestyle and her experience travelling the world, she evolved it to reflect her vision of a brand for independent women who live for fashion and style, combining effortless sophistication with personality. Olcay currently lives between Holland, London and New York. In her own words ‘failing was never an option’.
“SuperTrash is more than just a clothing line, it is a lifestyle brand.” Olcay Gulsen is the savvy powerhouse behind the SuperTrash brand. The stunning Dutch fashion entrepreneur started her first company when she was just 21 and in less than a decade has transformed SuperTrash into an international success. SuperTrash is a feminine, sexy and sophisticated collection of clothing. The brand offers the independent fashion-forward woman a distinct and luxurious wardrobe and has recently branched out into a girl’s line, perfume, lingerie and watch collection. Founded in LA, SuperTrash was brought to huge European success by Olcay. Ambitious and unstoppable, she began her career starting up her own HRM agency. She then turned to importing international fashion brands before launching SuperTrash. In just 8 years she had expanded the brand into 24 countries worldwide. Now a global success with a huge celebrity following, the brand has over 1,000 stockists, including twelve SuperTrash brand stores in Holland, Belgium, London and New York. SuperTrash’s signature clashing colours, bold silhouettes and girlie glamour ensure the wearer looks super chic from day to night.
Since launching the business, Olcay has established herself as a global media personality. She was catapulted into the limelight as a judge on Holland’s Next Top Model. Later that year she presented Holland’s Project Catwalk and worked as a fashion commentator on NBC’s Today Show in New York. In 2012 Olcay was one of the mentors on The Face. The Face is a new kind of modeling contest. For the first time, both female and male models, are in the same competition. Moreover, they are not beginners, they already have extensive modeling experience. In The Face are the models in a team that is accompanied by a coach, iconic people from the fashion world. Also in the magazine world Olcay is a well known face. She is on the cover of several magazines and the subject of lots of interviews and articles all over the world.
American Express approached Olcay to design a cocktail dress. Olcay has worked closely with Dutch brewer Bavaria to create the ‘Dutch dress’ ahead of the 2011 World Cup. For her 50th anniversary, Barbie asked SuperTrash to design three items inspired by the famous doll.
Olcay has worked closely with global electronics brand Philips as the face of the new SENSEO® Quadrante – the latest addition to the SENSEO range. In 2011 Olcay became the official spokeswomen for the Galaxy Tablet.
“She has approached the market fantastically.” In May 2010 Olcay won the Amsterdam Business Award for being versatile. The self-made millionaire was praised for good strategic vision and being versatile. Jury chairman Marius Rietdijk of the Amsterdam Business Award said: “Her staff are 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 approached 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 city continues to be her main goal.