"The action was carried out by a group of anonymous protesters who go by the name The Never 21 Project. According to a statement issued by the group, their goal was to draw attention to the number of "young black lives that have been lost to police violence before ever reaching 21-years-old, who were never afforded a true childhood... by the police."
The Never 21 Project's website, which mimics Forever 21's white font and black and yellow color scheme, features mini-biographies of kids and teenagers who have lost their lives at the hands of the police, with emphasis on their ages: Aiyana Jones (7), Michael Brown (18), Tamir Rice (12), and Trayvon Martin (17)...
Never 21 stresses that their action was not an attack on Forever 21. Rather, they see this as an opportunity for a huge company to stand behind Black Lives Matter. However, one participant acknowledged a bit of negative feedback. "Someone online wondered where the proceeds were going," she explained. "They thought Forever 21 had made the shirts themselves, and were selling them for profit." However, "Once people realized that it was a culture jam, they were more positive than I expected.""
http://gothamist.com/2015/04/27/black_lives_matter_forever_21.php
Holding social justice up to capitalism. Makes me think about how it's treated as an extracurricular, inferior to activities that make money.
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