# The Recent Forever 21-Shein Collaboration Tests Consumers’ Sustainability Commitments

By Hye-Shin Kim · Published 2023-10-13 · Updated 2026-03-19 · Retail on MarketScale
Canonical: https://www.marketscale.com/industries/retail/the-future-of-fast-fashion-unpacking-the-implications-of-the-forever-21-shein-collaboration

> Two fast-fashion powerhouses joining forces reveals whether consumers will prioritize convenience over their stated environmental values

## Key points

- Two fast-fashion powerhouses joining forces reveals whether consumers will prioritize convenience over their stated environmental values

Block Field

**Shein** has acquired a [significant stake](https://www.cnbc.com/2023/08/24/shein-strikes-deal-with-fast-fashion-retailer-forever-21.html) in **Forever 21**’s operator, **SPARC Group**, paving the way for potential **Shein** mini-shops within **Forever 21** stores. The [Forever 21-Shein collaboration](https://www.nytimes.com/2023/08/24/business/shein-forever-21.html) melds **Shein**’s modern [online fast fashion dominance](https://marketscale.com/industries/retail/shein-forever-21-partnership/) with **Forever 21**’s longstanding influence on American shopping trends.

How can the merging of two fast-fashion giants impact the industry and consumer behavior, especially in a world increasingly conscious of sustainability?

[**Hye-Shin Kim**, Ph.D.](https://www.linkedin.com/in/hye-shin-kim-78876636/), Professor of Fashion & Apparel Studies at the [University of Delaware](https://www.udel.edu/), delves into the implications of the Forever 21-Shein collaboration.

"We need to have a conversation about being good consumers… If we, as consumers, really reflect and try to reprogram or create a different culture of consumption and spending, I think we would be giving less power to these businesses that engage in this type of production," Kim said.

> If we, as consumers, really reflect and try to reprogram or create a different culture of consumption and spending, I think we would be giving less power to these businesses that engage in this type of production.
> *— Hye-Shin Kim, Ph.D., Professor of Fashion & Apparel Studies at the University of Delaware*

Tags: Fast Fashion, Forever 21, Hye-Shin Kim, retail insights, Shein

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