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Sells Like Teen Spirit

Edikted, the spiritual successor to Forever 21, has hijacked the feeds of Gens Z and Alpha. So what’s the secret to their success? And wasn’t the mall brand supposed to be dead?

Dedy Schwartzberg edikted
Whether Edikted is the final destination or simply the next step for founders Dedy Shwartzberg (pictured) and Zvika Alon, they aren’t saying. Photo: George Chinsee/WWD/Penske Media/Getty Images
Sarah Shapiro
March 10, 2026

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Teen mall retail isn’t supposed to be working right now. Forever 21 just collapsed, Shein and Temu are under regulatory pressure, and Gen Z and Gen Alpha allegedly buy everything on TikTok anyway. Yet Edikted, the fast-growing brand selling lace corset tops and denim micro-minis to American teenagers under a queasy name, is quietly making large gains—opening stores at a healthy clip with revenues, according to one estimate, in the mid-nine-figure range. Meanwhile, most people in the fashion business still couldn’t tell you who actually runs it.