Forever 21, stylized as FOREVER 21, is an American multinational fast fashion retailer headquartered in Los Angeles, California. The company specializes in affordable clothing, accessories, beauty products, and home goods targeted primarily at young women, men, and children.
Forever 21 was founded on April 16, 1984, by South Korean immigrants Do Won Chang and Jin Sook Chang as Fashion 21. The first store, spanning 900 square feet, opened at 5637 N. Figueroa Street in the Highland Park district of Los Angeles. The brand's name was changed to Forever 21 in 1989, inspired by a Bible verse from the Book of John, reflecting the founders' Christian faith.
The company experienced rapid growth in the 1990s and 2000s, expanding across the United States and internationally. By 2004, it had revenues of $640 million and operated 153 stores. In 2003, Forever 21 acquired Reference Clothing Company out of bankruptcy for $3.5 million, converting 14 of its stores to the Forever 21 brand. In March 2005, it purchased assets of rival Gadzooks Inc. for $33.1 million, adding over 150 stores. Revenues reached $925 million in 2005.
International expansion began with the first overseas store in the United Arab Emirates in November 2004. The company entered markets in China multiple times since 2008 but faced challenges, exiting and re-entering the market. As of 2025, Forever 21 continues operations in countries like Mexico and has relaunched in Japan and plans for China and North America under new partnerships.
In 2019, Forever 21 filed for bankruptcy and was acquired by Authentic Brands Group, a brand management firm. The company operated under F21 OpCo LLC before its U.S. closure. By 2025, it faced further financial difficulties, closing its corporate headquarters in downtown Los Angeles and laying off nearly 360 employees ahead of another bankruptcy filing in March 2025. All nine Michigan stores and other U.S. locations shuttered, with the brand officially closing all U.S. operations on May 1, 2025.
Forever 21 pioneered the fast fashion model in the U.S., offering trendy, low-cost apparel that quickly followed high-end runway trends. It emphasized high inventory turnover, with new styles arriving weekly. The brand launched sub-lines like Forever 21 Contemporary for modern essentials and collaborated with designers and brands such as Spitfire for eyewear and Julie Hewett for cosmetics inspired by Old Hollywood.
Digital sales grew significantly, with a mobile app allowing customer ratings to inform design decisions and reduce overproduction. At its peak, Forever 21 had about 540 outlets worldwide and generated substantial online revenue.
Forever 21 has faced numerous controversies, including allegations of poor labor practices, such as sweatshop conditions in its supply chain. It has been accused of copyright infringement by designers and brands like Gucci, Adidas, and Diane von Furstenberg for copying designs. In 2025, it became a boycott target due to Authentic Brands Group's sponsorship of Israeli sports organizations.
As of October 2025, Forever 21 is owned by Authentic Brands Group and focuses on international revival, including partnerships for Japan and China. U.S. operations have ceased, marking the end of its physical retail presence in its home market after influencing the rise of competitors like Shein and Temu.
Sources consulted: