Kylie and Kendall Jenner 'brand'

Pacific Sunwear of California Inc – PacSun - want to "build a brand" around teenage reality TV stars Kylie and Kendall Jenner and believe the sisters' forthcoming collection will be a big hit.

They are launching a 26-piece collection through PacSun firm which believes the pair have the right "credibility" to attract custom and boost sales.

PacSun president and chief executive officer Gary Schoenfeld said:"We see them entering the sweet spot of our target customer, and we look at building a brand with them, not just creating a moment.

"Importantly, at a younger age than others, they have been able to really establish their own credibility as influencers on fashion. I have nieces who are 22 and 21 and a daughter who is a senior in high school, and all three of them keep telling me about their Instagrams and their tweets and seeing them in magazines and on the E network. Their credibility absolutely aligns with our target customer base."

Kendall, 17, and Kylie, 15, are keen to work with PacSun because of its "California vibe".

Kendall explained to WWD: "They have a California vibe, and we are from California. We wanted to go with something a little more California fun, summery...for our first line and wanted to be able to build from there."

The collection launches this week.