I've been a fan of Forever 21 and its founders for, like, ever. Despite the unrelenting lawsuits they face from all sides, my stance is this: their business model, infrastructure and execution gives them the kind of competitive edge that most clothing companies just can't touch.
Now, in the way it has revolutionized so many other aspects of the fashion industry, Forever 21 is changing the way we buy legwear. Yes, legwear: tights, stockings, leggings, socks, what-have-you. Some dear readers may remember an incident where I found and fell in love with an extravagant pair of stockings by MaxMara. At $75, they practically gave me a heart attack. But in reality, super basic American Apparel tights cost at least $10 and any pair of tights that are remotely interesting will set you back anywhere from $20 - $50.
The legwear collection at Forever 21, in contrast, ranges from about $5.80 to about $9.80, unless you are going for the fancy leggings in their Twelve by Twelve line. It's perfect pricing for an item that will inevitably get runs and tears and basically fall apart.
And, get this - they are beautiful! Different! Eye-catching! I first saw them on a couple of my favorite bloggers (Jane Aldridge and Rumi) and knew they must be on to something. I can't wait to buy up a whole bunch and put them into rotation.
