Limited Too, the iconic brand from the Y2K era, is making a comeback with a twist – this time, offering adult sizes alongside its usual tween-targeted clothing. Originally a little-sister brand to The Limited by Les Wexner, Limited Too once boasted 560 locations at its peak before merging with the tween brand Justice. After the retail licensing firm Bluestar acquired Limited Too’s trademarks in 2015, the brand relaunched its clothing line through Kohl’s this summer.
Design manager Petra Kennedy expressed excitement over the brand’s renaissance, particularly noting the demand for adult-sized clothing and accessories from their now-grown audience. The initial relaunch collection featured popular tween items like bomber jackets and plaid dresses, drawing in nostalgic millennial parents who expressed interest in adult sizes. Responding to feedback from fans, Limited Too announced plans to release an adult line in the spring of 2025, paying homage to their OG supporters.
Acknowledging the disappointment felt by fans at the lack of colourful and joyful designs reminiscent of the early 2000s, Limited Too assured followers that the upcoming adult line would capture the essence of the brand’s vibrant past. A holiday capsule collection, set to launch on 15 October, will offer a sneak peek into the forthcoming adult range, featuring a variety of sizes to cater to different customers. The collection will include items like babydoll tees, jewel-toned loungewear, and a quilted black bomber jacket bearing the brand’s founding year, 1987.
With a blend of nostalgia and contemporary style, Limited Too’s revival aims to cater to both its original tween audience and now-adult fans who grew up loving the brand’s unique charm. As anticipation builds for the adult line’s debut in the spring, followers eagerly await the colourful and playful designs that defined Limited Too’s iconic identity.