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Rough Justice Revamps Line, Strategy

Women’s fashion footwear brand Rough Justice is switching things up for spring ’11.

The Los Angeles-based company this month merged with the newly formed Signature Fashion Group to elevate its position in the contemporary shoe world and broaden the product offering.

“The [partnership] will provide the engine and infrastructure necessary for Rough Justice to realize its potential in the fashion footwear marketplace and allow us to expand into accessories [and other categories],” Bodo Loerke, SVP of sales and brand development, said in a statement.

As a result of the venture, Rough Justice is branching into handbags and eyewear and will begin creating two $99 styles each season to draw in a younger consumer. The majority of the made-in-Italy collection, which spans flat sandals to over-the-knee leather boots and will make its debut at FFANY in December, is priced between $129 and $399.

A new website launched Monday and e-commerce featuring the revamped brand is slated to go live in January 2011.

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