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Worse on Purpose

Forever 21

Fast fashion retailer.

Status: Avoid
Founded
1984
Website
forever21.com
HQ
USA
Manufacturing
Various
Ownership type
Brand licensing (ABG-style)
Parent
Authentic Brands Group
Acquired
2020 (out of bankruptcy)

Ownership

Bought out of bankruptcy by ABG in 2020. Went bankrupt again in 2025, losing over $400M in three years. All 350 US stores closed. ABG CEO called the acquisition 'probably the biggest mistake I made.'

Why Avoid

Fast fashion, ABG-owned, twice-bankrupt. Outside the BIFL frame entirely.

Sister brands under Authentic Brands Group

See all 12 sister brands

Read the full investigation

Investigation · April 17, 2026

Your Favorite Brands Got Worse On Purpose

Authentic Brands Group buys dead brands, strips the design and manufacturing, and licenses the name to anyone who'll pay. Brooks Brothers, Eddie Bauer, Forever 21, Sports Illustrated. Plus the ones still worth buying.

Read the full investigation

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