Forever 21 was once the crown jewel of fast fashion—celebrated for its trend-chasing, affordability, and the thrill of scoring a $10 runway look. But by this Earth Day, the brand may be nearing its final chapter.
by Lexy Silverstein
After filing for bankruptcy protection for the second time in six years, Forever 21 is shutting down all its U.S. stores. The move signals deep trouble for a business model that once seemed unstoppable. The retailer blames its downfall on fierce competition from Shein and Temu—online ultra-fast fashion giants that operate at an even more aggressive scale. 
Rather than signaling a shift toward sustainability, Forever 21’s closure reflects a retail landscape transformed by online convenience, low prices, and speed over substance. But Forever 21’s challenges aren’t just about mismanagement or bad luck. The bigger picture is one of an industry in upheaval—fueled by e-commerce missteps, ultra-fast fashion dominance, and a retail apocalypse expected to shutter 15,000 stores this year. Before we turn the page on Forever 21, it’s worth asking: what can we learn—and what needs to change?
Imagine walking into a clothing store not to find a bargain, but to find a treasure—a piece that doesn’t just look good but also tells a great story about sustainability. That’s where we sustainable advocates hope the narrative is shifting. Making it less about cheap thrills on the rack and more about long-lasting love in your closet. This isn’t just another gloomy retail headline—it could be a signal: if the fashion industry takes notice, this disruption might spark something better.
As we peer into the crystal ball of retail’s future, we see that while a shift toward sustainability isn’t guaranteed, it’s increasingly being discussed—and championed by younger, more conscious consumers. The decline of Forever 21 may not be caused by this movement, but it might just be the push we needed.
The Environmental Toll of Fast Fashion
The environmental toll of fast fashion is stark, sprawling, and almost too massive to comprehend. The industry is responsible for around 10% of global carbon emissions—more than the combined output of all international flights and maritime shipping. And it’s not slowing down. If current trends continue, emissions from the fashion sector are expected to surge by more than 50% by 2030.
Water use and pollution in fast fashion is staggering. The industry is the second-largest consumer of water globally—requiring about 700 gallons to produce a single cotton shirt and up to 2,000 gallons for one pair of jeans, enough for a person to drink eight cups a day for ten years. Textile dyeing, often unregulated in developing countries, contributes to 20% of global industrial water pollution. In regions like Africa and Southeast Asia, rivers run blue or black from untreated dye runoff, turning entire waterways as alkaline as bleach—lethal to aquatic life and unsafe for human use. Low-income communities in places like Kano, Nigeria, and parts of Bangladesh have lost access to safe drinking water, bearing the brunt of fashion’s hidden cost.
Then there’s the staggering waste. Of the 100 billion garments produced each year, 92 million tons end up in landfills—which breaks down to a garbage truck’s worth of clothing dumped every second source. Most of it is made from synthetic fibers like polyester, which are plastic-based and non-biodegradable, taking up to 200 years to decompose. As they sit in landfills, they release greenhouse gases and toxic substances into soil and groundwater.
Even our oceans aren’t spared. Each wash of a synthetic garment releases tiny plastic particles—microplastics—that flow through wastewater systems and end up in rivers and oceans. These particles are now being found in seafood, drinking water, and even human blood.
And it’s not just the environment that pays the price—fast fashion is making people sick, too. Many garments are coated in chemicals like formaldehyde to prevent wrinkles, mildew, and shrinkage. This chemical is a known carcinogen and can cause serious health effects, including skin irritation, respiratory issues, and long-term immune responses. In one high-profile case, flight attendants at major airlines sued after developing rashes, headaches, and breathing problems from new chemically-treated uniforms. Testing later revealed elevated levels of formaldehyde and other toxins in the fabric.
So while cheap clothing might seem like a good deal at checkout, the real cost is paid elsewhere—by the planet, by rivers turned toxic, and by people whose health is compromised for the sake of fast, disposable fashion. The scale of the problem is so vast, it’s hard to grasp—but it’s impossible to ignore.
Are Consumers Really Shifting Their Priorities?
While economic pressures like inflation and supply chain issues have played a role in Forever 21’s struggles, there is evidence that consumer values are changing—particularly among younger generations. Millennials and Gen Z are increasingly making purchasing decisions based not just on price, but on how a brand aligns with their values.
A McKinsey & Company report found that 75% of Millennials consider the sustainability of a brand’s manufacturing practices before making a purchase. For Gen Z, that number is 62%, according to a First Insight study. These younger consumers are also more willing to pay extra—sometimes up to 10% more—for products they perceive as environmentally responsible.
At the same time, platforms like ThredUp, Depop, and Poshmark are gaining popularity, offering secondhand and vintage clothing as alternatives to fast fashion. These trends suggest a rising interest in circular fashion models, where reuse and resale play a growing role.
Still, it’s unclear how widespread this shift truly is. While there’s evidence of growing awareness, ultra-fast fashion giants like Shein continue to dominate—a reminder that price and convenience still carry enormous influence.
Brands like Reformation and Everlane have proven that it’s possible to combine style and sustainability—and succeed. But for legacy fast fashion brands to follow suit, they’ll need to fundamentally rethink their business models. That includes moving away from disposable trends and toward pieces designed to last, both in quality and appeal.
This Earth Day could be a turning point—if brands are willing to change, and if we demand better.
The Shein Factor: Can Speed-Driven Fashion Stay Ahead of Accountability?
Shein has become a global juggernaut in ultra-fast fashion, churning out an estimated 6,000 new styles daily and generating billions in revenue. With no physical stores and a lightning-fast supply chain, it has reshaped the fashion industry—and raised serious concerns along the way.
Its rise hasn’t come without controversy. Shein has faced allegations of copyright infringement, exploitative labor practices, and even child labor. Governments across the U.S. and EU are now scrutinizing the brand for environmental violations, labor abuses, and data privacy risks. Despite growing backlash, its sales remain strong.
Social media played a major role in Shein’s rapid success—viral clothing hauls and influencer partnerships glamorized its bargain-basement prices. But those same platforms now have the power to shift the narrative. If content creators start pulling back the curtain—revealing the environmental and human cost of ultra-fast fashion—it could reshape consumer demand.
And there’s plenty to reveal. Investigations have found that some Shein garments contain toxic levels of phthalates, formaldehyde, and lead. A Greenpeace Germany study showed that 7 out of 47 products tested exceeded EU chemical safety limits—some by more than 100%. Another testuncovered a toddler’s jacket with nearly 20 times the legal lead limit under Canadian law.
The environmental toll is just as staggering. Shein’s reliance on synthetic fabrics contributes to ocean microplastic pollution and long-term landfill waste. Its model—built on rapid turnover and disposability—amplifies the fashion industry’s already substantial carbon footprint.
But there’s still hope. Influencers, trendsetters, and everyday creators hold real power in shaping culture. By spotlighting the hidden costs of cheap fashion and offering alternatives, they can help steer the industry toward transparency, safety, and sustainability.
The question isn’t just whether Shein will change—it’s whether we will.
What Happens Next?
The closure of Forever 21 stores means lost jobs—a difficult reality for retail workers. But it also opens a door for change. Instead of supporting brands built on unsustainable models, consumers can shift toward businesses that value ethical labor, circularity, and environmental responsibility. Thrift stores, rental services, and upcycling initiatives are gaining attention, proving that there’s a way to stay stylish without contributing to environmental devastation.
What Can You Do to Fight Fast Fashion?
Retail will continue to evolve, and fast fashion isn’t disappearing overnight. But Forever 21’s decline is proof that change is possible. If the brand’s downfall teaches us anything, it’s that fashion’s future must be more sustainable—not perfect, but better. The road ahead may be challenging, but as more consumers push for accountability, a more ethical, conscious industry feels within reach.
Sustainability is a big word—and an even bigger concept. It’s overwhelming if you try to take it all on at once. Right now, the truth is: nothing in fashion is truly sustainable. But that doesn’t mean we can’t all do better, one step at a time.
Start small. Do what you can today. Then do a little more tomorrow. When we try to do everything, we often end up doing nothing. But if everyone takes small, consistent steps, the collective impact can be powerful.
And don’t beat yourself up. Bought something new? That’s okay. Wore it 30 times? That’s a win. Thrifted instead of buying fast fashion? Another win. Sustainability isn’t about perfection—it’s about progress. Celebrate what you can do and aim to grow from there.
Here are a few easy ways to make your wardrobe more sustainable—without the guilt or the hassle.
- Shop Local: There’s something sweet about supporting local and artisanal brands. It’s like farm-to-table, but for your closet! These small-scale producers often have a tighter grip on their ethical standards, not to mention shopping local slashes those carbon emissions from long-distance shipping.
- Full Transparency: Look for brands that are open books—you want to see everything from the A to Z of their production line. It’s like having a backstage pass to the fashion world, ensuring everything’s above board.
- Rent-a-Rama: Got a hot date or a fancy gala? Why buy when you can rent! This is your Cinderella moment for every occasion. Renting outfits saves you money and closet space, and keeps those once-in-a-blue-moon pieces from gathering dust.
- Swap ‘Til You Drop: Imagine a treasure hunt with your friends, but with clothes. Organize or join a clothing swap. It’s all the thrill of retail therapy without the wallet guilt or environmental impact.
- Eco-Smart Laundry: Wash clothes in cold water, use eco-friendly detergents, and skip the energy-guzzling dryer. Your wardrobe (and your energy bill) will thank you.
- Quality Over Quantity: Invest in well-made pieces that last. It’s better to have a smaller wardrobe of timeless staples than a closet overflowing with throwaway fashion.
- Digital Closet Wizards: Use wardrobe tracking apps to make the most of what you already own. They help you shop less, repeat outfits more, and reduce overconsumption.
This Earth Day, let’s rethink what fashion means. It’s more than trends—it’s about impact. By making small, conscious choices, we can create a fashion future that looks good, feels good, and does good.
Lexy Silverstein is a sustainable fashion advocate.
Photo credit: Tawnee Keala, Photo by Bernd 📷 Dittrich on Unsplash
