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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.

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Sierra Kusterback

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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.