Once upon a time, Forever 21 was the ultimate fast fashion empire—trendy, affordable, and absolutely everywhere. You could roll into one of their way-too-bright stores, grab a $10 dress that kind of looked like something straight off a designer runway, and feel like you just hacked fashion.
But now? Forever 21 is on its last legs.
With 215 stores shutting down and a second bankruptcy looming, it’s clear that Forever 21’s business model isn’t built to last. This is a brand that rose fast, thrived on cheap labor, plastic-based fabrics, and mass overproduction, and now? It’s crashing hard. Its struggles have been a long time coming, but now the question is, what does the future hold for the fast fashion industry as a whole?
Its challenges aren’t just about mismanagement or bad luck. The bigger picture is one of an industry in upheaval—one where e-commerce missteps, Shein’s ultra-fast fashion dominance, and a retail apocalypse (which will claim 15,000 stores this year alone) are reshaping consumer habits. But in many ways, Forever 21’s decline is a good thing, signaling a much needed shift in how we think about clothing, consumption, and sustainability.
We know this isn’t just a Forever 21 problem. This is about fast fashion as a whole—a billion-dollar industry built on trends that last about as long as a TikTok sound before getting tossed in the landfill.
So what happens now? Are we finally breaking up with fast fashion? Sadly, I think not.
Fast Fashion’s Biggest Dirty Secret (That’s Not Really a Secret Anymore)
Let’s get real—fast fashion has never been about sustainability. It’s been about speed, profit, and making sure you feel like last season’s clothes are already outdated.
And the cost? It’s staggering.
- The fashion industry is responsible for 10% of global carbon emissions—more than all international flights and shipping combined (United Nations Environment Programme).
- It’s also a major water polluter, accounting for 20% of global wastewater pollution, thanks to toxic dyes and synthetic fabrics.
- Every year, 92 million tons of clothing end up in landfills. That’s a garbage truck full of clothes every single second (Ellen MacArthur Foundation).
Forever 21 was one of the biggest offenders. They built an empire on cheap, mass-produced polyester (a.k.a plastic clothing that never truly decomposes) and churned out micro-trend after micro-trend, encouraging shoppers to buy, wear, toss, repeat.
And now? That cycle is catching up to them.
Forever 21 Is Out—But What About Shein?
If Forever 21 was the OG queen of fast fashion, Shein is the reigning supreme ruler of ultra-fast fashion—and it’s even worse.
Shein makes Forever 21 look slow. While Forever 21 put out hundreds of new styles per month, Shein pumps out thousands of new styles per day (Business of Fashion). Their algorithm-driven model ensures that new designs appear before you’ve even had a chance to check out the last thing you added to your cart.
But there’s a dark side—a really dark side.
Shein has been called out for labor exploitation, with reports exposing workers sewing clothes for 75 hours a week in unsafe conditions (Public Eye). They’ve been accused of stealing designs from independent artists, violating trade laws, and flooding the market with disposable clothing at rock-bottom prices.
And guess what? People are starting to notice.
There’s growing scrutiny over how Shein operates, and governments are stepping in. In the U.S., lawmakers have launched investigations into Shein’s supply chain, and fashion watchdogs are demanding transparency. Unlike Forever 21, which failed largely because of bad business decisions, Shein might be regulated out of existence.
Are We Actually Shopping Smarter?
Here’s the good news: Consumers are waking up.
Millennials and Gen Z—the generations who made Forever 21 rich—are now the most eco-conscious shoppers in history. McKinsey & Co. found that 65% of Gen Z prefer sustainable brands, and a majority of millennials are willing to pay more for ethically made clothing.
Instead of constantly chasing fast fashion trends, more people are:
- Thrifting instead of buying new (Depop, ThredUp, and Poshmark are thriving).
- Investing in quality over quantity (Reformation and Everlane are winning big).
- Choosing rental fashion over constant new buys (Rent the Runway is proving we don’t need to own everything).
And let’s not forget—secondhand fashion is growing faster than fast fashion itself. That’s huge.
But let’s be real: fast fashion isn’t disappearing overnight. People still want affordable clothing. The difference now? They’re thinking twice.
What Can YOU Do? (Without Going Broke)
We get it—sustainable fashion can feel expensive. But shopping better doesn’t have to mean spending more. Here’s how you can make a difference without blowing your budget:
✅ Thrift, thrift, thrift – Vintage is cool again (and better for the planet). Skip the Shein hauls and hit up local thrift shops or online resale platforms.
✅ Buy less, choose better – Instead of buying five trendy tops that fall apart, invest in one high-quality piece that lasts.
✅ Upcycle & repair – Got an old hoodie? Crop it. Ripped jeans? Patch them up. Keeping clothes in your closet longer is one of the most sustainable things you can do.
✅ Support ethical brands – Brands like Patagonia, Girlfriend Collective, and Christy Dawn are proving that fashion can be cute AND sustainable.
✅ Call out brands – Hold companies accountable. Demand transparency. Ask who made your clothes? The more pressure brands feel, the more they’ll be forced to change.
Is Forever 21’s Fall Is a Warning to Fast Fashion?
Forever 21’s setback isn’t just about one company failing—it’s a glimpse into fashion’s future. Or at least some of us hope. The industry is shifting, and brands that refuse to change are going to collapse.
Shein might be untouchable right now, but so was Forever 21 once. And the more people push for better alternatives, the harder it will be for brands to get away with business as usual.
So yeah, Forever 21’s crash isn’t just another retail failure—it’s a wake-up call. And if we play our cards right, fashion’s future could actually be something worth wearing.
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