7‑Eleven, Inc. is partnering with Forever 21 for a fashion-oriented program made for social media and social distancing.
After teasing the exclusive 7‑Eleven merchandise on social media July 11 – the company’s official birthday – Forever 21 debuted the limited-time collection of #F21X7ELEVEN collection on the Forever 21 app and at forever21.com. It is available online-only, not in stores.
“For over 90 years, 7‑Eleven has been an integral part of American life,” Forever 21 global creative director, Joanna Choo, said in a release. “It is a modern breathing brand, but also a nostalgic phenomenon for many. Forever 21 echoes this mindset by presenting a collab for its customers that pays homage to everyone’s favorite memory of being out, but staying close to home, heading out for a quick snack run with friends, and finding comfort in the little things. During this time, it makes sense to create a capsule that’s about being cozy but stylish. Both of our brands play a big part in day to day lifestyle, then and now.”
Instagram and TikTok are being used to promote the 7‑Eleven collection with a dance challenge, polls, games and sweepstakes for free stuff.
The colourful 16-piece capsule includes multiple ways to make a “Big Gulp” statement with cropped and regular t-shirts and hoodies, as well as fleece for fall. The collection features a vintage vibe, with renditions of the convenience retailer’s most iconic logos on backgrounds of tie-dyed colours, pastels, brights and whites.
“When 2020 turned everyone’s summer plans on its head, including our free Slurpee drink birthday celebration, we were thrilled to add some sizzle to the summer through our collaboration with Forever 21,” said 7‑Eleven chief marketing officer and SVP Marissa Jarratt. “Now, fans can sport their favorite F21-styled 7‑Eleven looks when going out for a physically distanced Slurpee drink run, or while simply hanging at home awaiting their 7‑Eleven faves via 7NOW delivery.”