Forever 21 Times Square opening celebration at Forever 21 Times Square Flagship Store on June 24, 2010 in New York City.
Clothing giant Forever 21 is threatening to sue fashion blogger Rachel Kane of WTForever21.com for “trademark infringement, copyright infringement, unfair competition and dilution” of the Forever 21 brand. She has until June 10 to shut down her site.
WTForever21 is a no-holds-barred blog bristling with F-bombs and snarky commentary on Forever 21’s fashion missteps. The posts bash products that Kane finds ridiculous and often end with the phrase: “Forever 21, WTF?” In describing Fashion 21’s “Loop Yarn Sweater Vest” ($17.99), for example, Kane writes, “ Guacamole and vomit stains will blend right the eff into this doodoo colored thing.”
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Kane, however, is a devout consumer of the “fast fashion” mainstream American chain and also praises the products she favors.
“Don’t get me wrong,” she shares on her blog. “I LOVE Forever 21. Most of my closet is comprised of their tasteful, trendy and totally awesome selections. But every now and then, something goes horribly awry.”
But what’s worse than a “horribly awry” handbag encrusted with sequins and pom poms? A lawsuit.
In a post by Jezebel, a copy of the cease-and-desist letter is posted, indicating that Los Angeles-based Forever 21 has serious issues with the blog’s URL. The site’s name, according to the letter, “refers to an abbreviation for colloquial expression that the general public may find offensive, and such colloquial expression is being used in conjunction with our Company’s name, registered trademark, and domain name.
This, despite the fact that Kane clearly notes in her blog (in more than one place) that her site “is not affiliated with Forever 21, Inc.”
In the letter, the company does take into account Kane’s support of the stores, noting that they value both Kane’s “indicated patronage” and respect “one’s right to express his/her opinion.” But Forever 21 is going to sue her anyway, unless she deletes her site before June 10.