Limited Too is making its comeback as Y2K-era styles swing back around. But some diehard fans say the brand’s revamp could be too limited if it doesn’t offer items for adults.
After teasing its relaunch on Instagram, Limited Too began selling a collection of denim skirts, v-neck sweaters, graphic tees and other products at Kohl’s earlier this month. Limited Too first launched in 1987 as a tween-focused spinoff of the women’s clothing line The Limited but was discontinued by its parent company in 2008. Its new collection, which is aimed at girls between 10 and 13 years old, initially went online on July 12, but Limited Too will roll out more items throughout the month. There are currently 74 SKUs, most of which sell for between $7 and $50.
Limited Too is one of a number of early-aughts brands getting a retail refresh. Earlier this month, Walmart revamped one of its biggest private labels, No Boundaries, for a new generation of shoppers. Meanwhile, Abercrombie & Fitch and American Eagle are seeing sales spike as they focus on modern styles and silhouettes, lean into TikTok and offer features like buy online, pickup in-store. As these early-aughts brands attempt to reinvent themselves for the modern era, their big challenge is figuring out what type of customers they want to appeal to: today’s teens and tweens or their original customers who are now adults.
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