6,400 spools of thread that display your Instagrams.


Brooklyn, New York―July 22, 2015―Forever 21 and BREAKFAST today unveiled the F21 Thread Screen, a 2,000 lb machine that uses 6,400 mechanical spools of thread to display Instagrams that are hashtagged with #F21ThreadScreen. It will be streaming live online 24 hours a day from July 22-28th, and users will receive an auto-edited video of their Instagrams being displayed on the screen. The F21 Thread Screen is celebrating Forever 21's back-to-school Tried and True campaign, allowing best friends from anywhere around the world to receive a video of themselves together unlike anything they've seen before. The experience can be seen live at

A Feat of Engineering
Over a year and a half in the making, the F21 Thread Screen is one of the most complex machines ever built for a brand. It's comprised of over 200,000 parts - over 8 times what you'd find in your car. Every component, from the thousands of motors and gears, to the 600 pounds of milled aluminum, to the lathed wooden spools - all have been custom designed, engineered, and manufactured from scratch. Despite the massive complexities living under the hood, the result is a beautiful and simple looking display that is mesmerizing to watch.

How it Works
Each spool has a 5 1/2 foot long piece of threaded fabric that rolls over top of it, similar to a conveyor belt. The fabric is made up of 36 colors, each 1 3/4 inches in length. Instagrams that are hashtagged with #F21ThreadScreen are automatically captured and optimized for the screen’s 80x80 resolution, then each spool’s motor drives the fabric to it’s appropriate color. Each ribbon also features a reflective strip which is scanned by an infrared sensor, which tells the machine the color each spool is currently showing, allowing for corrections for any slip that may occur.

Some Stats
• 200,000 total parts - 8 times what goes into a modern car
• 6.7 miles of threaded fabric - enough to cross the Brooklyn Bridge 6 times
• 6,400 spools - stacked on top of each other, they’d be taller than the London Eye
• 2,000 lb / 900 kg

About Forever 21
Forever 21, Inc., headquartered in Los Angeles, California, is a fashion retailer of women’s, men’s and kid’s clothing and accessories and is known for offering the hottest, most current fashion trends at a great value to consumers. This model operates by keeping the store exciting with new merchandise brought in daily. Founded in 1984, Forever 21 operates more than 700 stores in 48 countries with retailers in the United States, Australia, Brazil, Canada, China, France, Germany, Hong Kong, India, Israel, Japan, Korea, Latin America, Mexico, Philippines and United Kingdom. For more information please visit:

BREAKFAST LLC, headquartered in Brooklyn, New York, is a rapid product and prototype company that develops IP for companies and brands, along with developing their own products such as Points - The Smart Street Sign, and Instaprint - The World's Most Popular Photo Booth for Instagram. For more information please visit:

Press Contacts
Andrew Zolty
(917) 410-1122

Forever 21