Eco-fashion is supposed to be environmentally sensitive, but is often pricey. The brand’s name is still hush hush, but the shoes will sell for around $30. Payless consumers want environmentally considerate products and affordable pricing.

The collection is expected to hit 500 stores in early 2009, and be available Payless.com. The collection feature organic cotton, linen and hemp for cloth materials and use recycled materials for shoe soles. Women’s shoes will be come first, and men’s and children’s shoes will follow later in the year. Payless will also help cut down waste by using environmentally safe packaging methods.

Payless has hired consultant Summer Rayne Oakes who provided fashion advice as part of the Planet Green project led by the Discovery Channel  Network. Oakes has also published Style, Naturally: The Savvy Shopping Guide to Sustainable Fashion and Beauty, where she provides eco-style advice for the average consumer