Forever 21's Kodak Apparel Looks to Make the Brand Cool Again

By Sarah Semple

It’s nothing new to hear that Forever 21 is once again collaborating with a brand on an exclusive apparel line. But what does come as a surprise is the particular brand with whom Forever 21 is collaborating. Vox reported last week that Kodak has teamed up with Forever 21 to create a 26-piece streetwear collection. If you grew up with Kodak cameras, or you're someone who just genuinely enjoys the old-school trends happening now, then you’ll appreciate the collection, inspired by 1980s NASCAR:

https://www.instagram.com/p/BnrGlgFlSDF/?hl=en&taken-by=forever21

Kodak was once an iconic brand. Its cameras were a staple for everything—birthdays, first day of kindergarten, losing a tooth. Its film was everywhere. But as modern technology evolved, so did cameras, and those "Kodak moments" fell by the wayside.

The company is still around, though in different form. In 2011, it filed for bankruptcy, and it has since transitioned away from photography to focus more on corporate digital imaging. Kodak's logo, however, remains iconic.

“I have this ambition to return Kodak to being one of the world’s best-known, best-loved brands,” Dany Atkins, chief branding officer at Kodak, told Vox.

Through Forever 21, Kodak is looking to revive its name, using its logo and branding to attract a younger generation. The 26-piece collection includes a variety of crop tops, biker shorts, hoodies, a fanny pack, hat, socks and more. Kodak's branded apparel wouldn’t be complete without its logo, which is heavily featured in the collection. By emphasizing current apparel trends and focusing on the retro-cool aspects of the brand’s history, Kodak is really playing to its intended audience.

https://www.instagram.com/p/BnrD66MHeI6/?hl=en&tagged=f21xkodak

Kodak isn’t the only photography company that's trying to make itself cool again. Over the last few years, Fujifilm and Polaroid have also made a comeback. If you’re a frequent shopper at Urban Outfitters, you’ve probably already noticed the return of vintage cameras. The biggest thing these three companies have in common (minus the fact that they are all photography companies) is that they are looking to connect with a newer and younger generation.

“If Kodak is going to stage a comeback in consumers’ hearts, it needs the teens,” wrote Vox. You know, the ones who didn’t grow up with Kodak cameras. Streetwear is already popular among the younger generation. So, what's a better way to get the word out that Kodak is back than creating an exclusive apparel line?

The collection has gained at least a few fans already, one of whom called it "kind of fire." That's a good start.