Limited Too makes a comeback with a new women’s line and plans to cater to its original fanbase while exploring adult sizing.

Limited Too, a brand that once defined early-2000s youth fashion, is making significant strides in its evolution by expanding into adult clothing. Following its successful launch of a holiday collection in expanded sizes, the brand introduced a women’s line in February consisting of a variety of casual apparel, including crewneck pullovers, fleece shorts, and pleated skirts. The brand’s rebranding effort is communicated as “LTD 2.0,” with additional collections planned for March, April, and May, which will feature items like Zodiac-sign baby tees, terrycloth apparel, and loungewear.

Originally discontinued in 2008 due to declining sales during the Great Recession, Limited Too marked its return last year in July through a partnership with Kohl’s. Initially, the brand focused on sizes for children and teenagers, but after receiving feedback from its original millennial fanbase, it decided to venture into adult sizing. This decision was officially announced on Instagram in October, where the brand referred to the new sizing as “a tribute to our cherished OGs that have supported us all along.”

Petra Kennedy, design manager for Limited Too and a former member of the original design team since 2001, discussed the brand’s approach to adult clothing in an interview with Modern Retail. “Last year, we did a deep dive into what adult sizing could look like,” Kennedy explained. The design team sought to capture the nostalgia of styles popular in the ’90s and early 2000s while also integrating modern trends. “There’s a formula of heritage and new,” she added, emphasizing the dual strategy of honoring the brand’s past while staying relevant.

The initial holiday collection played heavily on nostalgia, featuring oversized sweatshirts, sweatpants, and velour full-zip hoodies. In contrast, February’s offerings veered towards current trends, including a sweatshirt promoting a fictional “Montauk Sailing Club” and apparel themed around pickleball. Upcoming Zodiac-themed tees aim to personalize the collection, with plans to eventually expand into swimwear and home goods.

The brand’s history is marked by both highs and lows. At its peak, Limited Too had around 600 outlets across 47 U.S. states, but as trends shifted, it struggled to maintain relevance and was ultimately phased out to concentrate on its sister brand, Justice. In 2015, Bluestar Alliance acquired the trademarks for Limited Too, paving the way for its revival.

According to the brand, its reintroduction has been met with positive feedback, indicative of a growing interest in nostalgic styles. Although Limited Too declined to disclose revenue figures, it highlighted an impressive 800% growth in social media followers since June 2024. The brand is also considering reopening physical stores, with potential plans in discussions with several mall operators for openings in 2025.

Kennedy noted that transitioning to adult sizing was straightforward. “It was actually a pretty easy transition for all of us,” she stated, reflecting on the design team’s forward-thinking approach. Currently, there are no plans for coordinating outfits for adults and children, although they have contemplated the idea of related fashion between parents and their children.

Jamie Arena, a freelance retail consultant, expressed her appreciation for Limited Too’s efforts to cater to its adult customers while raising concerns about the brand’s balance between updated designs and nostalgic pieces. “I think they need to pick a lane and stick with that,” she remarked.

As several brands look to capitalize on the resurgence of Y2K fashion, Limited Too joins the ranks of companies like Abercrombie and Hollister that have modernized their offerings while enhancing their digital presence. Meanwhile, Ugg has also reported increased revenues through strategic influencer collaborations and updated marketing strategies.

Vic Drabicky, CEO of the marketing agency January Digital, emphasized the importance of trend awareness, advising that a consistent reading of consumer demands can enhance Limited Too’s chances for success in its adult collections. “Too often, brands see a trend and either can’t scale quickly enough to capitalize [on it],” Drabicky said.

Looking ahead, Limited Too is eager to gauge customer feedback on its adult collections before planning future releases. “Hopefully our customer loves it as much as we do,” Kennedy concluded, expressing optimism for the adult apparel segment’s continuation.

Source: Noah Wire Services