How Forever 21 Ignited K-Pop Fashion in the U.S. Before Its Store Closures

Throughout the 2010s, Forever 21 became synonymous with K-pop fashion, seamlessly blending chic styles into its offerings. From ENHYPEN-inspired striped shirts to trendy clear handbags favored at K-pop concerts, the retailer introduced American shoppers to vibrant trends from South Korea. Unfortunately, it recently filed for bankruptcy, marking its second such event in six years, and plans to close all U.S. locations.

"Korean fashion is part of Forever 21’s DNA," says Nicole Craig, an expert from Arizona State University. The chain harnessed K-pop’s meteoric rise, fusing pop culture with timeless fashion staples that ranged from graphic T-shirts to casual streetwear. The company, founded in 1984 by South Korean immigrants Do Won and Jin Sook Chang, peaked in 2015 with over 800 stores and annual sales exceeding $4 billion.

Experts note that Korean American employees played a crucial role, tailoring collections that reflected authentic trends. Christina Moon from Parsons School of Design highlights how this strategy drew inspiration beyond typical fashion weeks, embracing a global array of influences.

However, as the years wore on, the emergence of competitive low-cost retailers like Shein diminished Forever 21’s once-dominant market share. Rising costs and consumer preferences exacerbated this decline, leading to reduced variety and higher prices. Forever 21’s founding ethos—offering affordable, trendy outfits—now feels a far cry from reality.

As K-pop continues to thrive, Forever 21’s legacy reminds us of the profound cultural intersections that shaped contemporary fashion.