AN early 2000s clothing brand has made a comeback after teasing fans earlier this year.
Its long-awaited arrival was consolidated on Friday with an important department store chain.
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New merchandise from the brand, Limited Too, became available for the first time in 15 years to customers in-store and online at Kohl’s, per Diving into Retail.
Everything from plaid dresses and skirts to activewear and activewear is available, with a swim line expected soon.
Limited Too crafted its comeback with the original designers it started with after being founded in 1987.
The brand is currently owned by Bluestar Alliance, a brand management company, and B. Riley Financial.
It cited “spirit, craftsmanship and creativity” at the forefront of its collection for Gen Z shoppers and those who grew up with the brand nearly two decades ago.
Limited Too Senior Vice President of Licensing and Business Development Sammy Gabbay emphasized that understanding teens’ interest in Y2K fashion was a big part of the reason for the brand’s comeback.
NEW AND NOSTALGIC
“We are thrilled to announce the return of Limited Too, a brand with a rich heritage that has long been loved by tweens and their families,” Gabbay said in a statement.
“Our team is dedicated to honoring that legacy by ensuring each product is crafted with the utmost attention to detail and designed to suit today’s teen market.”
Petra Kennedy, design manager at Limited Too, also emphasized consideration for customers who have grown up with the brand when introducing new customers to the collection.
“It’s incredibly rewarding to revive the magic of Limited Too and infuse that nostalgic charm into our new collection,” said Kennedy.
“Each piece is designed to bring back fond memories for those who grew up with the brand while introducing the same magic to a new generation.”
Kohl’s decision to partner with Limited Too comes after added Sephora to some of its 1,100 stores in March.
This marks several store-in-store collaborations for the department store chain as it attempts to attract a younger demographic.
Younger audiences and older audiences who grew up with Limited Too as a go-to brand for their clothing needs were excited to learn of its potential return in June after its demise in 2009.
Very limited schedule
Limited Too rivaled brands like Abercrombie and Fitch, American Eagle and Hollister in its heyday. Its target consumer base was girls aged 5 to 15, and the brand sold brightly colored clothing and accessories.
1987 – Founded by The Limited.
1999 – Acquired by Too, Inc. Achieves mass popularity.
2006 – Acquired by Tween Brands, Inc.
2007 – Peak number of stores of 586.
2009 – Stores closed, many converted to the lower-priced Justice brand.
A LONG TIME COMING
Limited also made an unexpected publish to Instagram with the caption “share the nostalgia” and a young woman in a Limited Too jacket.
The revelation sent some fans into a frenzy.
“This is like my dream came true!” someone exclaimed.
“Too limited, girl for life!”
Others felt the same.
“This is the best news ever,” wrote one customer.
“I’m ready to spend a lot of money here,” added a third.
IT IS US?
Still, some millennials who were eager to revive some of their favorite childhood clothes were furious after the Limited Too launch didn’t include adult sizes.
“The limited re-release not having adult sizes for sale is so upsetting to me and my friends,” said a fan posted in X.
“Why couldn’t the @kohls #LimitedToo collection come in adult sizes?!” somebody asked.
It’s unclear if any adult sizes will be released with the new collection.
Limited Too’s revival also comes after two clothing brands went bankrupt in 2024.
Express confirmed its Chapter 11 filing in April, with the closure of nearly 100 stores nationwide.
Rue21 also confirmed it would close all of its remaining stores following its second bankruptcy filing since the early 2000s.
This story originally appeared on The-sun.com read the full story
