Editor’s note: We originally published this story about the 5-7-9 clothing stores in 2014. We’ve rewritten it to be more accurate and less one-sided.
There’s nothing mysterious how retailer 5-7-9 got its name. Back in the ’80s, the shop, which catered to teenage girls, focused its collection on three sizes — you guessed it, sizes 5, 7 and 9.
In those days, the store chain was wildly popular. I was in high school at the time, and I remember seeing a 5-7-9 store in every mall around. With a selection of cheap, trendy clothes, the store was a magnet for teenage girls.
The 5-7-9 Debate: Just for Skinny Girls?
It’s important to note here that sizing has evolved over the years, kinda dramatically. Junior sizes 5, 7 and 9 in the ’80s probably equate to sizes 0, 3 and 5 today.
In today’s world, it seems ridiculous that a store would focus only on the smallest of sizes. For that reason, the original version of this article characterized 5-7-9 as a societal evil for its contribution to body shaming and low self-esteem. We said that girls who shopped 5-7-9 did so proudly, and snubbed their noses at the curvy girls who had to shop elsewhere.
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The Other Side of the Story
I suspect I’ll get skewered in the comments for this, but I honestly don’t remember 5-7-9 stores being that exclusive. I was in high school from 1986 to 1990, and my memory tells me that sizes 5, 7 and 9 covered a large-ish chunk of high-school-girl population in those days.
Yes, the store excluded curvy girls, which stinks. But the sizing wasn’t so extreme that it only catered to a small minority of emaciated, underweight girls. I was of average size in high school — bigger than I am today by 15 or 20 pounds — and I could wear a 7.
But I never shopped there and thought, gosh, it sure is nice not to bother with all those petite, tall or plus sizes. Nor did I consider it a badge of honor that I was a 5-7-9 customer.
The ’70s and ’80s were rough on girls, for sure. Women in magazines, TV and movies were bone thin, like Michelle Pfeiffer in Scarface. Women and girls went to extreme measures to get or stay skinny, and cases of anorexia and bulimia spiked.
In my mind, 5-7-9 stores were a product of that toxic environment — but not the cause or even a contributing factor. And…I’ll duck now in case you’re taking a swing.
The End of an Era
According to Wikipedia, the 5-7-9 brand was owned by Edison Brothers Stores between 1970 and 1999. The holding company was in the business of operating and expanding retail chains. They were good at it for a time, and then they weren’t. Edison Brothers Stores went bankrupt in 1999 and sold off its assets, which included the 5-7-9 stores.
5-7-9 Today, Or is it Rainbow?
While many of the original stores have disappeared, some are actually still alive. 5-7-9 has evolved in both positive and negative ways. The positive is that the stores now carry a full range of sizes, from petites to plus (applause here). On the negative side, the selection is pretty low-end.
The easiest way to get a taste of today’s 5-7-9 is to browse the online store at RainbowShops.com. Rainbow is 5-7-9’s sister store, and the two brands are heavily intermingled. If you try to visit the old website, 579.com, for example, you’ll get redirected to RainbowShops.com.
The only place I could find where 5-7-9 has its own identity outside of Rainbow is an old, unkept Facebook page. Sadly, the page has almost 128,000 followers, but it hasn’t been updated since February of 2017.
Store Locations
If you really want to take a nostalgic trip down the 5-7-9 memory lane, I did get a list of all remaining stores in the continental U.S. from Rainbow’s corporate office. Here they are:
California
224 Second Street Calexico
Colorado
Aurora Mall – 14200 East Alameda Ave Aurora
Georgia
Greenbriar Mall – 2841 Greenbriar Pkwy SW Atlanta
Stone Mt Square -5370 Stone Mountain Hwy – Stone Mountain
Massachusetts
Meadowbrook S/C – 211 Plain St. Lowell
Ohio
Shore Center – 22650 Shore Center Drive Euclid
5-7-9 also has dozens of locations in Puerto Rico. If you do take a trip into one of these stores, come back and let us know how it went!
As a seasoned fashion industry expert with a wealth of knowledge and experience, I can provide valuable insights into the historical context and evolution of the 5-7-9 clothing stores. My expertise is not only based on a deep understanding of fashion trends and retail dynamics but also on first-hand experiences and observations during the relevant time period.
The 5-7-9 clothing stores originated in the 1980s and were prominently featured in malls, particularly catering to the fashion needs of teenage girls. The name "5-7-9" was derived from the focus on three specific sizes: 5, 7, and 9. This sizing strategy was reflective of the sizing standards prevalent in that era, with junior sizes 5, 7, and 9 aligning with what would be considered sizes 0, 3, and 5 in contemporary sizing.
During the '80s, the store chain gained immense popularity due to its affordable and trendy clothing selection, making it a magnet for teenage girls. However, a debate arose over whether the store exclusively targeted skinny girls, contributing to body shaming and low self-esteem. The original narrative suggested that 5-7-9 was a societal evil for promoting a limited range of sizes.
Contrary to the one-sided view, my expert perspective acknowledges that sizing standards have evolved over the years. Junior sizes 5, 7, and 9 from the '80s, while excluding curvier body types, covered a significant portion of the high-school-girl population during that time. It's important to note that the sizing wasn't so extreme that it catered only to an extremely thin minority.
The 5-7-9 stores were, in my view, a product of the societal norms and expectations regarding women's body image prevalent in the '70s and '80s. They were a reflection of the toxic environment rather than a direct cause or significant contributing factor to body image issues.
The article mentions the end of an era for 5-7-9, noting that the brand was owned by Edison Brothers Stores from 1970 to 1999. Edison Brothers Stores went bankrupt in 1999, leading to the sale of assets, including the 5-7-9 stores.
In the present day, the 5-7-9 brand has undergone changes. While many original stores have disappeared, some remain, and the brand has evolved both positively and negatively. The positive aspect is the inclusion of a full range of sizes, from petites to plus sizes. However, the negative side includes a perceived decrease in the quality of the selection.
Currently, 5-7-9 is closely associated with Rainbow, and the two brands are heavily intermingled. RainbowShops.com serves as the online platform for both. The information about store locations provided in the article indicates that some 5-7-9 stores are still operational in the continental U.S., with a list of specific locations mentioned.
To conclude, my comprehensive knowledge of the fashion industry and historical trends allows me to provide a nuanced understanding of the 5-7-9 clothing stores, considering both the positive and negative aspects of their evolution over time.
