Perhaps this is why the company decided to launch a new line called Twelve by Twelve. It will be directed towards a more sophisticated crowd and aim to have a more classic appeal.

Twelve by Twelve is being geared toward an older crowd, specifically women in their 20′s and 30′s. Despite this older demographic, the vintage jewelry and cocktail dresses appeal to me as more worthwhile pieces rather than pants from Forever 21 that will split in half a week later … while I’m reloading the copy machine at work.

Don’t get me wrong. Twelve by Twelve is not your typical luxury fashion line. The brand is not completely free of some of the tacky styles that forever plague 21. A fake leopard fur coat is one of the staple items they are releasing as part of the new label, as well as fingerless gloves. These sound more like dress up clothes to me rather than high fashion items.

While prices of the Twelve by Twelve line will be 35% higher than those of Forever 21, everything will still be $100 and under. Does this mean Twelve by Twelve clothing will be 35% higher quality than their cheap predecessor? Judging by their former line, I think not. While clothes from Forever 21 will always be ideal trendy and/or disposable pieces, they will never be known for quality or perseverance. I’m sure these more mature styles will suit the company well, but probably won’t be any more sturdy or reliable.

The official website for Twelve by Twelve (twelvebytwelve.com) will launch later this month, so you’ll be able to come to your own conclusions regarding this new collection. If you like what you see, a number of in-store boutiques will open in the location of 10-15 existing Forever 21′s around the country.