The CEO of Forever 21 is looking for ways to give the brand a sustainable makeover.

The CEO of Forever 21 is looking for ways to give the brand a sustainable makeover. After coming back from its 2019 bankruptcy, the fashion brand’s CEO is on a mission to target its Gen Z and Millennial audience, but also to improve the company’s sustainability efforts. Part of her plan is to strengthen the appeal of the brand’s in-person storefronts; the front of each Forever 21 has been transformed into what is called a “Now Trending Pad that features the newest trends in fashion and updates every two weeks.” However, it will continue to be a challenge for the company to incorporate sustainability into its makeover, as it’s one of the biggest fast fashion brands on the market. The brand’s plan, however, is to use recycled fabrics and gradually increase the price so the company can make a profit without giving up the affordability that they are known for. YPulse’s Sustainability report data shows 81% of young people agree: “Corporations (e.g., companies, brands, etc.) should take more responsibility for fighting climate change.” (Retail Brew)