Alt-rock star goes 'Brash' for new Payless line
TOPEKA, Kan. — Payless ShoeSource announced that Sierra Kusterbeck, lead singer of alt-rock band VersaEmerge, will be the face and voice of the retailer's new, exclusive teen brand, Brash.
The Brash brand will launch in early August in all Payless stores nationwide and Payless.com, as well in Canada and Puerto Rico and will feature about 120 on-trend shoe and accessory items for teens including footwear in women's and youth girls' sizing, handbags, jewelry, hair accessories and beauty products, the company reported. Pricing ranges from beauty items starting at $3 and jewelry and hair accessories for $6 to $25 for shoes and $45 for boots. Pricing on average is below $20 an item and the line is expected to be refreshed seasonally throughout the year.
"Brash helps us complete our teen brand portfolio with a wide array of affordable on-trend shoe, accessory and beauty items for the spontaneous and playful teen shopper who wants to stand out from the crowd and experiment and invent her own independent style," said LuAnn Via, CEO of Payless. "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. We are thrilled to have found Sierra and believe she is a great fit to help us inspire girls to create their own Brash looks."
To support the new brand, in early August Payless is launching http://www.brashgirl.com, a site dedicated to the new brand and featuring the full shoppable collection, as well as background information on Kusterbeck and video from her recent European tour including clips of VersaEmerge's music. Kusterbeck will also be featured in the Brash ad campaign launching in traditional and digital media in early August and in the Public Relations and Social Media programs supporting the new brand. A range of VersaEmerge songs will also be used by Payless to support the campaign.