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Payless to Launch New Teen Brand

Singer Sierra Kusterbeck signed on to be face of the label, which debuts in August.

sierra

Sierra Kusterback

Photo By courtesy

Payless ShoeSource is bolstering its teen portfolio.

The Topeka, Kan.-based retailer, a division of Collective Brands Inc., will launch in August a new line of footwear, accessories and beauty items for juniors called Brash. To help promote the products, Payless has also signed 20-year-old singer Sierra Kusterbeck of the band VersaEmerge to be the face of the label.

“Sierra is a Brash girl and she embodies the brand's personality. She has a unique tough-yet-girlie style, is tremendously creative with her music and fashion and is a perfect picture of Brash style,” Payless CEO LuAnn Via said in a written statement.

Kusterbeck and her group’s music will be featured in the new brand’s ad campaigns, and the retailer will also debut a new website, Brashgirl.com, next month, which will showcase the entire line. Price points for footwear will range from $25 to $45. The line will be available in all Payless locations and on Payless.com.