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No matter how many luxury-loving fashionistas snub their footwear, Payless ShoeSource is still thinking ahead of its competition.

The retail chain, known for producing shoes on the cheap, is launching the first ever green footwear line.

And each pair is gonna cost under $30.

Payless has also brought on top brass to help with the venture.

They’ve hired Summer Rayne Oakes, Discovery Network’s Planet Green fashion and beauty expert and author of Style, Naturally: The Savvy Shopping Guide to Sustainable Fashion & Beauty (Chronicle Books, February 2009).

She’ll serve as the green footwear brand’s Eco Consultant.

The new brand will launch initially for women, expanding to include kids’ and men’s styles in the future.

Payless said it expects to launch the new brand name closer to when the shoes are available in stores next year.

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