Stancie Wilson
Just today, Payless ShoeSource announced plans to launch the first-ever affordable green footwear line expected in stores early next year. They’ve also signed an agreement with Summer Rayne Oakes, Discovery Network’s Planet Green fashion and beauty expert, author of Style, Naturally: The Savvy Shopping Guide to Sustainable Fashion & Beauty, and model for many eco-fashion labels and was recently named “One Gorgeous Environmental Activist” by Allure Magazine, to serve as the green footwear brand’s Eco Consultant.
They’re claiming the line “will include on-trend, fashionable footwear and accessory products that are also green through the use of sustainable and eco-friendly materials such as organic cottons and linen, natural hemp and recycled outsoles, as well as the use of eco-smart packaging. The line will be seasonally refreshed offering the latest trends; the new brand will launch initially for women, expanding to include kids’ and men’s styles in the future. The “green” shoes will be available at prices, on average, of under $30 a pair early next year in about 500 stores with select styles appearing in 1,000 stores, as well as generally available on Payless.com(R).”
According to Matt Rubel, CEO of Collective Brands, Inc., the parent company of Payless ShoeSource: “The sustainability movement is pervasive today and is touching so many elements of consumers’ daily lives and they are interested in more and more green product options being available to them, but green items are often expensive and inaccessible to so many. With our mission to democratize the latest ideas in footwear and accessories, we are in the best position and proud to bring forward a green footwear line that is affordable and accessible to all. Our alliance with Summer Rayne Oakes is important to this new brand initiative. Summer Rayne is a trend-setting expert in Eco Fashion, and she will help us launch our new green brand, as well as assist us in driving innovation with fresh, new eco-smart ideas for this brand going forward.”
“When Payless approached me to partner with them on what would be their first-ever affordable green line of footwear, it was an offer I couldn’t refuse,” said Oakes. “It’s high time a stylish line of shoes can be both environmentally friendly and reasonably priced. Payless is at the forefront of a significant movement bridging fashion, environmental awareness and accessibility — an undertaking I am proud to be a part of.” “With the economy the way that it is now, many people think [green products] are that much more inaccessible, so this line is coming at the right time,” said Oakes. And she hopes other large companies will take notice of Payless’ sustainable efforts. “Part of this is to inspire and lead by example. You have to set the bar higher in this day and age.”
So, dear consumers… what do you make of this? Are you glad sustainable footwear will soon be more affordable or do you see this as Payless cashing in on the eco-fashion trend or do you care if it fits in line with your budget and your eco-ideals??? Post your thoughts in the comments and let the conversation begin!
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