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Is ‘Limited Too’ coming back? What we know about the retail chain’s revival
As the new revival approaches, it remains to be seen how Limited Too will balance its nostalgic appeal with modern fashion trends.
Limited Too, the classic‘90s and early 2000s mall staple, is indeed making a comeback, sparking excitement and nostalgia among millennials who grew up with the brand. The revival was first teased when a Limited Too Instagram account suddenly appeared, posting cryptic messages and nostalgic images.
The account gradually built anticipation with posts featuring models in Limited Too-branded clothing and captions like “Rediscover an icon” and “Stay tuned for the revival you didn’t know you needed until now”.
On 17 June , 2024, the brand officially confirmed its return. Limited Too’s website describes the relaunch as a “heritage inspired collection,” using its role as “a living fashion legacy that embraces the next generation of tweens with confidence and self-expression”.
While specific details about the relaunch are still limited, the brand is set to make its official return in July 2024.
What was Limited Too?
The original Limited Too, launched in 1987 as a spin-off from The Limited, was known for its vibrant, trendy clothing and accessories that captured the essence of Y2K fashion.
At its peak, the brand had approximately 600 stores across 47 states and Puerto Rico. However, it faced challenges during the 2008 recession, leading to store closures and a shift towards its sister brand, Justice.