I walked past it the other day and it looked liek a cross between F21 and american eagle. Very casual.

Here is an article about it: http://www.thefreelibrary.com/Forever+21+takes+on+new+breed+of+rivals+with+Heritage+1981-a0156137166

Forever 21 takes on new breed of rivals with Heritage 1981

Clothing retailer Forever 21 Inc. isn't taking the inroads made by "fast fashion" rival H&M Hennes & Mauritz AB lightly.

With the Swedish company opening three stores in its Los Angeles County back yard over the past year, L.A.-based Forever 21 is launching a string of outlets geared to fashion-conscious 20- to 30-year-olds, called Heritage 1981.

Both of the companies specialize in inexpensive clothing, which is quickly manufactured and inspired by--some would say knocked off --the styles created by major designers Forever 21 has opened concept Heritage stores in Mission Viejo and San Jose and a Beverly Center location is in the works.

"We are thrilled to open a new concept store that expands our merchandise range. We will use our consumer friendly strategies of new fashion and everyday deliveries at a great value," said Forever 21 Senior Vice President Larry Meyer. Four more locations are planned, in Bloomington, Minn., Chicago, Philadelphia and Woodbridge, N.J.

While Forever 21 stores are sprawling, packed with merchandise and" designed to appeal to young ladies and their mothers, the new stores have a tighter focus and higher-quality clothing.

Heritage clothing, priced between $25 and $50, is made of natural fibers, in contrast to Forever 21's clothes, which are usually priced in the $15 range. Half of the Heritage clothes are men's; all of the Forever 21 items are for women.

Heritage clothes are classically inspired, woven pieces with colorful prints and plaids plaid, a long shawl or blanketlike outer wrap of woolen cloth, usually patterned in checks or tartan figures. Now a distinctive feature of the Highland costume, it was formerly worn in all parts of Scotland and in N England by both men and women. The early Celtic people excelled in dyeing and in Roman times wore gay, many-colored, checkered plaids, woven or sewed together in squares of different colors. Through the Middle Ages and until the 18th cent., knits and carefully faded denim Notably absent are career clothes and clubbing duds DUD - Detailed Urban Design (Guidelines)
DUD - Drag Utan Drog (No-drugs cultural organization, Sweden)
DUD - Dunedin, New Zealand - Momona (Airport Code).

The atmosphere of Heritage stores also will contrast with the Forever 21 stores, with weathered doors, wood-framed windows, vintage artwork and hardwood floors. Forever 21 stores have standard white walls and white floors, and POP music is always humming.

Forever 21 grossed $925 million in 2005, and revenues are expected to top $1.1 billion this year.

By EMILY BRYSON YORK

Staff Reporter

I've been to the one in Orlando and it was okay.  Kinda of like a cheapy AE.  I didn't really find anything I liked but I'm not really a fan of the neutral casual look.

I like the Heritage 1981 store, I think the quality is better and the store is more organized. Forever 21 gives me a headache.

I think it does look like what everything else f21 is selling, but since I try to find things at f21 I would definitely stop in there if there was one by me. I won't order online because ordering f21 stuff online is so hard with sizing and quality problems. I like the stuff, but it doesn't seem differentiated enough to be in a whole new store IMO

I saw one a few weeks ago. I would say that it looked like Aeropostale, but with lesser quality. I also felt really old when I went in and left really quickly, so there could have been better stuff in the back.