ArrowArtboardCreated with Sketch.Title ChevronTitle ChevronIcon FacebookIcon LinkedinIcon Mail ContactPath LayerIcon MailPositive ArrowIcon Print

Forever 21 returns to Japan with new upscale image

Fallen fast-fashion leader revamps itself with Tokyo pop-up store

A pop-up store to relaunch Forever 21 in Japan drew crowds in Tokyo's Shibuya district on Feb. 21. (Photo by Makoto Okada)

TOKYO -- U.S. fast-fashion chain Forever 21 returned to Japan on Tuesday, more than three years after pulling out of the country, aiming to break away from its former mass-production image with items tailored to Japanese tastes and an emphasis on responsible environmental practices.

The store started selling products online on Tuesday morning through an e-commerce site operated by Japanese apparel company Adastria. It also opened a limited-time pop-up store in Tokyo's bustling Shibuya district on the same day.

Sponsored Content

About Sponsored Content This content was commissioned by Nikkei's Global Business Bureau.

Discover the all new Nikkei Asia app

  • Take your reading anywhere with offline reading functions
  • Never miss a story with breaking news alerts
  • Customize your reading experience

Nikkei Asian Review, now known as Nikkei Asia, will be the voice of the Asian Century.

Celebrate our next chapter
Free access for everyone - Sep. 30

Find out more