Limited Too, the early 2000s mall favourite, is making a comeback after a 15-year hiatus, just in time for back-to-school shopping.
“Here to tell you this is for real. Launching in July,” the girls’ brand announced recently on its Instagram account.
Founded in 1987 as a clothing line for young girls and infants, Limited Too was an offshoot of the women’s apparel brand The Limited. It became Too, Inc. in 1999, shifting its focus to girls aged seven to 14. Stores became iconic for their glittery jeans, animal-print tankinis, and candy-flavored lip balm, standing alongside Delia’s and Hollister in the early 2000s.
In 2004, the company launched another retail chain called Justice. By 2006, Too, Inc. rebranded as Tween Brands, converting all Limited Too stores to Justice in 2008. New York-based private equity firm Bluestar Alliance LLC acquired the Limited Too brand in 2015.
Other fashion labels have also leveraged Millennial-driven internet nostalgia for comebacks: Abercrombie & Fitch has become a popular choice for work apparel, and Claire’s partnered with Walgreens Boots Alliance Inc. in March to stock its products.
