Forever 21 launches new, even lower-cost fashion store

Known as F21 Red, the new store concept, which launched on Saturday at the Azalea Shopping Center in South Gate, California, is designed to offer fans of the brand even lower prices. The main Forever 21 stores are, of course, already targeted at the so-called fast-fashion market. 

« What we were trying to do is to really look for an expression to the brand that celebrated value as opposed to just fashion, » Jeffrey Gomez, vice president of retail for North America told WWD. 

Prices were ultra-low with camisoles on sale for $1.80, tank tops at $3.80, denim starting at $7.80 and bikinis for $4.80. The store also carries pieces from the 21MEN, Forever 21+, and Forever 21 Girls collections. You can also pick up the Love & Beauty cosmetics line as well as the brand’s shoe and lingerie collections.

There’s been a mixed reaction from the internet, with sites including Fashionista questioning the brand’s sustainability and questioning « what kind of conditions and wages made under-$2 shirts possible. »

The company has over 600 existing stores in the US, as well as locations in Europe, Asia, Latin and South America, and will be expected to roll out more F21 Red stores if the concept proves a success.