Last month, Forever 21 filed for bankruptcy for the second time. It is planning to close all of its stores in the coming months as it winds down its operations. This is not a eulogy for Forever 21, but it is a deep dive into how one retailer change changed our habits, along with the entire business of making and selling clothing.
We’ll be talking about the following topics:
- The history of Forever 21: where it started, how it grew, and where it went wrong,
- The many ways that Forever 21 changed our relationship with clothing, including how much we were willing to pay and how long we expected a garment to last,
- How cultural and social trends of the 00s (including "high/low style") helped Forever 21 grow,
- The ways in which Forever 21 paved the way for ultra fast fashion brands like SHEIN...only to fall behind in the end.
And so much more! We'll also feel a little bit (just a tiny bit) nostalgic for Sparks (the caffeinated malt liquor) and summer nights spent biking around Portland, OR.
Additional reading:
"One Family Built Forever 21, and Fueled Its Collapse," Sapna Maheshwari, The New York Times.
"Faster Fashion, Cheaper Chic," Ruth La Ferla, The New York Times.
"Forever 21 Bankruptcy Unmasks Major Debt Load, Positions Suppliers for ‘Instability’," Vicki M. Young, Sourcing Journal.
"Shein and Forever 21 Team Up in Fast-Fashion Deal," Jordyn Holman, The New York Times.
"Forever 21’s Linda Chang: Overexpansion brought company to bankruptcy," Madeline Speed, Vogue Business.
"Bankrupt and loving it: Welcome to the lucrative world of undead brands," Alina Selyukh, NPR.
"Boycott Forever 21," Liz Black, Huff Post.
Urban Counterfeiters
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Located in Whistler, Canada, Velvet Underground is a "velvet jungle" full of vintage and second-hand clothes, plants, a vegan cafe and lots of rad products from other small sustainable businesses. Our mission is to create a brand and community dedicated to promoting self-expression, as well as educating and inspiring a more sustainable and conscious lifestyle both for the people and the planet.
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Selina Sanders, a social impact brand that specializes in up-cycled clothing, using only reclaimed, vintage or thrifted materials: from tea towels, linens, blankets and quilts. Sustainably crafted in Los Angeles, each piece is designed to last in one's closet for generations to come. Maximum Style; Minimal Carbon Footprint.
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