How Forever 21 Brought K-Pop Fashion to U.S. Shoppers

Forever 21, the Fast-Fashion Giant’s Influence on K-Pop Fashion in America

Forever 21 x Chaeyoung | pinterest

If you shopped at Forever 21 during the 2010s, chances are you were rocking K-pop fashion without even realizing it. From striped jackets that looked straight out of an ENHYPEN music video to clear handbags that became a concert must-have, the brand was a quiet trendsetter in bringing Korean fashion to the U.S. market.

Forever 21 wasn’t just another fast-fashion retailer—it had a deep connection to Korean culture. Founded in 1984 by South Korean immigrants Do Won and Jin Sook Chang, the brand built relationships with Korean suppliers and employed trend-savvy staff who were already immersed in K-pop and K-drama culture. They weren’t just following trends; they were setting them.

During its peak in the mid-2010s, Forever 21 had over 800 stores worldwide, bringing in more than $4 billion in sales. With its founders at the helm, the retailer hired many Korean American employees who instinctively understood the latest trends coming out of Seoul. From playful graphic tees inspired by idols to curated collections reflecting the styles of both streetwear and K-drama elegance, Forever 21 made Korean fashion accessible and affordable.

Forever 21’s timing was perfect—its rise coincided with the explosion of K-pop and serialized K-dramas on platforms like Netflix. While many fast-fashion brands looked to New York or Paris for inspiration, Forever 21 drew from Seoul’s fashion scene and the influence of K-pop stars.

The brand’s collaborations with Korean garment makers in Los Angeles’ bustling fashion district further cemented its role in the spread of K-style. At one point, Korean-owned factories made up nearly half of L.A.’s garment industry, supplying trendy, small-batch collections that helped fuel Forever 21’s rapid expansion.

But as the 2010s came to a close, Forever 21 struggled to keep up with changing shopping habits. Online retailers like Shein and Temu dominated the fast-fashion space with ultra-low prices and direct shipping from overseas. The brand’s once-diverse styles shrank, prices increased, and its appeal to young consumers faded.

For years, Forever 21 was the go-to spot for anyone wanting to dress like their favorite K-pop star without breaking the bank. A teenager with $20 could walk in and leave with a stylish outfit ready for a BTS concert. That magic, however, slowly disappeared as the company struggled financially.

Now, with its U.S. stores set to close for good, Forever 21 leaves behind a legacy of making K-pop fashion mainstream. It may not be the retail powerhouse it once was, but its impact on bringing Korean fashion to American malls won’t be forgotten.

Did you ever shop for K-pop-inspired looks at Forever 21? Let’s reminisce in the comments!