Dereon Footwear Bullish on New Sasha Fierce Line

Beyoncé and Tina Knowles announced the upcoming launch of the Sasha Fierce for Deréon collection of apparel, footwear, eyewear and accessories, debuting just in time for the back-to-school season.

Peyman Mohammadlou, brand director at Deréon Footwear, under San Diego-based House of Brands Inc., said the company has high hopes for the brand at retail, which is named and modeled after Beyoncé’s alter ego.

“It just gives the line another dimension and attitude, not that we didn’t have attitude before, but this just takes it to another level,” he said.

The capsule collection of apparel and accessories for fall will develop into a deeper assortment for spring ’10, he added, citing sportswear and sneakers as categories for growth.

The shoes for b-t-s, which will range from $60 to $80 for shoes and up to $120 for boots, will also feature more fashion-forward elements, including different styles of studding and unique heel treatments.

“It definitely personifies Sasha,” said Mohammadlou, adding that the customer may skew more fashion-forward.

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