Payless ShoeSource is making a play for the teen market with the August launch of its sister brand, Brash.
Brash will feature youthful and on-trend handbags, jewelry, shoes, beauty products, and hair accessories. The label continues Payless’ commitment to affordable prices, with pieces ranging from $3 to $45. With most items hovering around the $20 mark, teens should be able to afford them with their pocket money.
LuAnn Via, Payless’ chief executive officer, says Brash is made for “the spontaneous and playful teen shopper who wants to stand out from the crowd and experiment and invent her own independent style.“
The Brash name leaves a bit to be desired, but at least Payless has recruited a face with cred. Sierra Kusterbeck, the lead singer of indie rock act VersaEmerge, will help promote the teen line. Via says Payless chose the singer because her rebellious, yet feminine style is the embodiment of the brand.
Brash products will be available at Payless Shoesource stores and the new Brashgirl website from August. This site will allow teens to shop exclusively for the Brash products without seeing the more adult Payless accessories. Currently it directs to the Payless Shoesource website, which features a select number of Brash items ahead of the collection’s official release. Do you like what you see?
