Forever 21’s Brief, Hideous Life
Forever 21 opened in my hometown when I was in middle school, when the opening of a new store at the mall was still a big deal. When the sign first went up, nobody knew what “Forever 21” was. I remember thinking that it would be a store marketed to retirement-age women who felt young at heart—Forever 21! This was wrong, but not so far off: Do Won Chang, one of its founders, has said he chose the name because 21 is “the most enviable age.
























