Payless ShoeSource announced today plans to launch the first-ever affordable green footwear line due in stores early next year and that it has signed an agreement with Summer Rayne Oakes to serve as the green footwear brand's Eco Consultant. Oakes is the Discovery Network's Planet Green fashion and beauty expert and author of Style, Naturally: The Savvy Shopping Guide to Sustainable Fashion & Beauty.
The greening of fashion across the board has led to significant increases in interest and sales in the category and Payless throwing their hat into the ring is sure to have as big an impact as Wal-Mart's decision to begin selling organic cotton tee-shirts when it became the biggest buyer of organic cotton in the world virtually overnight.
We appreciate that they did not go the Te Casan route and latch onto a celebrity but instead signed with a genuinely respected member of both the green and fashion communities.
According to the press release: The new brand is a key part of Payless' mission and strategy to democratize fashion, design and new ideas in footwear and accessories and to position Payless as a "House of Brands" retailer, offering well-recognized, fresh new brands -- all at a great price. The new line is unique not only as the first-ever affordable green footwear, but also because it will stress fashion first, while being eco-smart.
While no images of the collection are yet available we certainly hope it will manage to be both stylish and eco-friendly.