Fast fashion retailer Forever 21 has launched a new retail concept and it is even less expensive than its standard model. Called F21 Red, the store carries trendy merchandise for women, men and teens such as camis that start at $1.80 and denim with an opening price point of $7.80.

The 18,000-sq.-foot (1,672-sq.-meter) store, which opened to the public at 10:00 a.m. on Saturday, is located in the Azalea Shopping Center in South Gate, CA, which is seven miles southeast of Downtown Los Angeles. The first 100 customers received a free $10 gift card that was redeemable at any Forever 21 store in the US.

The company has stated that it will use the store as a testing ground and, depending on its success or failure, will then decide whether to open additional F21 Red stores. It operates more than 600 stores worldwide.