Forever 21 is paying homage to its California roots.
The fast-fashion retailer created a limited-edition collection with Mount Westmore—a supergroup comprised of West Coast rap icons Snoop Dogg, Ice Cube, Too Short and E-40 whose debut album “Snoop, Cube, 40, $hort” dropped on Dec. 9.
Released Thursday, the collection features six gender-neutral pieces, including an army green bomber jacket, a black sweatshirt and three tees, all displaying the Mount Westmore logo and custom design elements that “pay tribute” to the group’s California roots. Rounding out the collection is a black hat with the Mount Westmore logo displayed across the front.
“Our origin story at Forever 21 is based in California, a place where fashion, music and diversity come together, and our customers can expect to see that West Coast culture come through across our many brand partnerships,” said Winnie Park, Forever 21 CEO.
The Forever 21 x Mount Westmore collection retails for $27.99 to $59.99. The collection will be available to purchase starting Feb. 2 at select Forever 21 locations, on Forever21.com and the mobile app.
“We’re excited to launch our latest collaboration with the ultimate California-based rap group Mount Westmore, making this collection accessible to all music and fashion fans,” Park said.
The Forever 21 x Mount Westmore collab is part of the brands attempt to “redefine” itself and reach a younger audience.
Once a millennial favorite, the now post-bankruptcy retailer is trying to find its footing with a more picky and diverse generation of shoppers: Gen Z. That means tapping into circularity, influencers and the metaverse.
“Truthfully, we’re trying to move away from being a fast-fashion brand,” Park said at the Retail Influencer CEO Forum in September. “I love everything about the speed at which we deliver and curate fashion, but we think we can be a lot more.”
Recent efforts illustrate how the low-cost chain is seeking to diversify its offerings and speak to a new generation. A home decor range where prices started at $3 launched to the world last fall in what could be a bid to decorate the dorm rooms of college kids on a budget. And Forever 21 was quick to hop on the Barbiecore bandwagon last summer with a trendy collection ripped from decades past.
Forever 21 is not the only brand leaning on the power of music stars to remain relevant with consumers. In fact, brands including Diesel, Pacsun and Tommy Hilfiger have also tapped big-name artists to get closer to their followings.
More recently, footwear brand Crocs partnered with SZA, where the “Good Days” singer “reimagined” two of Crocs’ most famous styles—the Classic Cozzzy Sandal and Classic Crush Clog—by giving their Crosslite foam outsoles a ‘90s-inspired faded denim allover print.