Growing up with three older sisters, Forever 21 was the place to shop: current fashion for a reasonable price. One thing that my parents appreciated was that on every bag handed out after a purchase was the verse John 3:16. Not only that, but every season, Forever 21 releases apparel or accessories with Biblical truths. For example, shirts that say “Jesus loves me” or jewelry with crosses. Whether a consumer knew this company was based on Christian values or not, people could not stay away from the trendy brand.
The founders are born-again Christians, Jin Sook and Do Won Chang, who immigrated from South Korea to Los Angeles in 1981 with no money, no college degrees, and spoke minimal English. Now their net worth is about $6.1 billion… In an interview about the founder’s decision to start this brand, Jin Sook said, “God told [me I] should open a store and that [I] would be successful. “Every decision that [I] made has been with thoughtful prayer.” With having over 600 stores around the country, I would say that they followed the plan God shared with them.
Once the news broke the internet about how the brand was Christian based, people were offended by the “religious propaganda” and “forcing values on others”. Thankfully, the brand stood firm and stuck to their core values. Similar to other Christian brands, there will be lovers and haters, but in this case the lovers outnumber the haters. I appreciate the subtle gospel truths shared throughout the store, whether it is on a t-shirt or on my bag of purchases. I believe this is one of the ways other companies can have a subtle, but impactful redemptive quality on their customers.
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As an only boy with four sisters, I have heard of Forever 21. However, I never knew they were founded by born-again Christians. That is so cool to hear! It is very interesting to hear that customers are reminded of John 3:16 with every purchase. That is a very innovative and special thing to do. I am amazed by the net worth of the founders, wow! Also, it is very interesting to hear of how the retailer began, with reliance on the Lord. Thanks for sharing!