Buyer Beware: Forever 21′s Hidden “Evangelical” Message

by Kelly

One of my favorite pastimes is shopping. However, as a financially-challenged college student, I do not have the luxury of purchasing items with designer labels or from expensive boutiques. So what is a fashion-crazed girl supposed to do other than turn to affordable stores such as H&M and Wet Seal? While I am a huge supporter of thrift stores, there is only one (over-priced) consignment shop near my college that is within walking distance. So, on the occasional rainy Saturday, my girlfriends and I take the local bus to the mall. Our favorite haunt? Forever 21.

I don’t always like the cheap quality of the clothing at Forever 21, but I generally pick up the occasional party dress, cheapie sunglasses that I expect to lose anyway, and lots of staple items like cardigans and hoodies. However, after unpacking my recent purchases, my room looked like Big Bird had molted plastic feathers all over my floor. Picking up one of Forever 21’s signature glaringly-yellow bags, I noticed something I had never seen before. I dropped the bag like I’d been bitten, causing my boyfriend to look at me in alarm.

What did I find so utterly terrifying? On the bottom of the bag, in tiny black print: John 3:16.

Now, as an atheist who has never read the Bible (other than translating a few pages in an Ancient Greek class), I had to ask my boyfriend, “Is this some sort of religious…thing?” Sure enough, it was. I googled John 3:16 and came upon this excerpt from the bible:

“For God so loved the world that he gave his one and only Son, that whoever believes in him shall not perish but have eternal life.”

Alright. I’ve taken many a literature and philosophy class. This isn’t too hard to dissect: Believe in God and you will go to Heaven and not perish (in Hell). That’s pretty straightforward Christian doctrine. But what the fuck is it doing on my shopping bag!?!?


With the wondrous tools of the internet at my disposal, I quickly learned that not only has Forever 21’s evangelical owners been slapping “John 3:16” on their bags for years, but there’s not a lot we can do about it. Forever 21 is a privately owned company, and at best, you can boycott their stores if you have a problem with their branding.

I’m no stranger to boycotting brands and products. Ever since I was little, my mother has instructed me to never buy Dominoes pizza, since Dominoes founder Tim Monaghan financially supports pro-life organizations (arguably, with the wealth he has acquired by owning Dominoes). However, there are plenty of pizza chains to choose from . . . where else will I get my cheap designer-knockoff duds other than Forever 21?

Before going any further, I should probably answer this question, “Why do I care so much about what a stupid bag has written on it?” Well, as one blogger puts it, “I feel weird buying clothes from a store that propagates messages I don’t agree with.” Even worse, how do we know that Forever 21′s owners don’t fund evangelical or faith-based organizations with some of their profits (much like Dominoes’ owner does)? That is what really scares me. It’s bad enough that I am unknowingly carrying around a Christian message . . . it is even worse if my money is being used to support organizations that I am fundamentally against.

Regardless of specific religious views, the subliminal and shady aspect of Forever 21’s “hidden message” doesn’t sit right with me. To be sure, next time I go shopping, I’m asking the store clerks if I can see the bag before I purchase anything. Just in case.

So what do you think is the right course of action? Boycott Forever 21? Refuse to use their bags? Whether they carry a hidden message or not, plastic bags are pretty bad for the environment. Tell us your thoughts on the issue!

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