Printed on the underside of their neon pink bags is “John 3:16”. It’s there because the founder of Forever 21, Don Chang, is a born-again Christian.

“The bag is simply a statement of faith,” says the company. The parallels with “For God so loved the world that he gave his own begotten Son, that whoever believes in him shall not perish but have eternal life.” are hard to fathom, though. Is this the gospel of pile ‘em high, sell ‘em cheap? Or simply a sermon on patience for the fractious customers queuing, endlessly, at the tills.