Forever 21 vs. Forever

Posted on 17 July 2017

Every one, including me, loves a good deal. Lately, I’ve been getting the same questions or comments regarding PRIM’s prices. You may have noticed an increase from my early days as a business owner, and I’m here to set the record straight as to why. 

PRIM has always been a reflection of my personal style, which is constantly evolving. I've always loved fashion at all price points, from affordable to luxury. While I'm always excited to try on the latest trends, I began to re-evaluate my shopping habits, for both myself and my customers, after learning about the Rana Plaza collapse in 2013. Thousands of garment makers worked in this Bangladesh commercial building, where they endured terrible, unsafe working conditions for an extremely low income, and were killed in the tragedy. This is the not-so-glamorous side of the industry that many don’t see, and consuming fast fashion—cheap, trendy garments from companies that utilize factories abroad to turnaround quickly—fuels the fire and allows such exploitation to continue. Once enlightened, I made it my goal to only support brands that stand for high-quality garments with equally-high production standards.

This mission became especially important for me when branching out with PRIM’s sister store, PRIM POP. I was starting fresh, building a completely new concept for children’s fashions, and I refused to carry any clothing that children were forced to make. In fact, it actually took me some time to fill the store because I was so committed to doing my homework and sourcing labels that value employees and, as a result, produce well-made, longer-lasting clothing. Today, I am proud to carry thoughtful, handmade collections from Rylee + Cru, Lulu + Roo, Lennon & Wolfe, and more. Many lines were created by stay-at-home moms, who understand the importance of dressing their children in sustainably-sourced apparel. Additionally, we carry Arbonne’s line of all-natural, beauty, bath and body products and just introduced DL 1961’s eco-conscious denim line, made with love in Los Angeles.

Back over at PRIM, I have traded fast-fashion favorites for high-quality garments with an overall positive impact on the community. For instance, I recently introduced a number of socially-conscious companies into the mix, including:

  • Good Hyouman is 100% made in Los Angeles. In addition to positive, motivational slogans, each garment includes a story of one of its employees on the tag, so you always know #WhoMadeMyClothes
  • Similarly, Project Social T supports various charities by not only donating proceeds but also promoting a different one on each garment’s hang tag to raise awareness
  • For every purchase, For Better Not Worse donates a bag of groceries to a child in need
  • Teeki Activewear is created from plastic bottles (In addition to unfair working wages and conditions, the fashion industry happens to be the second largest pollutant in the world.)

In addition, Fidelity Denim sources the finest fabrics from Italy and Japan and is made exclusively in Los Angeles, and even our PRIM essential dolman and favorite tank—staples we have carried from Day One—are made in the U.S.A. Finally, I am also so grateful to support many local female artists, including the designers of Arrow Jewelry Designs, LLK Designs, and The Gypsy Moon. Many of you may know I started out as a jewelry designer myself, so it feels great to be able to empower other women.

So while the initial investment is more than what you’re used to, you can trust that I am helping you purchase quality over quantity. You will feel good wearing PRIM pieces time after time because they are responsibly produced and built to last. And ultimately, you will be saving money, as these pieces will last much longer than a fast-fashion moment or even a season; with the proper care, many will last you a lifetime. Similar to our outlook on a jewelry collection (or #LayersOfLove), more expensive pieces mean building a dream wardrobe as you go. And I’m always here to help! Another PRIM pillar is that I’m not just selling an item; I’m selling the look—how to wear the item with pieces you already have in your closet.

Although I will always embrace new trends, I am more conscious of fast-fashion alternatives than ever before. After all, trends come and go, but shopping with purpose will always be in style.


XO PRIM babes, 



P.S. If you're still in need of some bargain hunting, shop with us this weekend for our annual summer SALE! This year, we're offering four days (this Thursday thru Sunday) of surprise discounts, including our infamous backyard sale in P-town on Saturday. Hope to see you there! 

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1 comment

  • Mimi: July 18, 2017

    And this is why we love your shop! Even though I am on a very strict budget, I would rather purchase something of quality that is ethically made the several cheap items. When I am able to…I keep coming back!

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