BELOVED retailer from the late ‘90s and early 2000s Limited Too is back but at the center of disappointment.
As nostalgia-hungry millennials eagerly awaited the brand’s comeback, excitement quickly turned to dismay when the relaunch focused primarily on kid and tween-sized apparel — leaving adult fans feeling sidelined.
Disappointed fans, who had hoped to relive their childhood memories, called out the brand for failing to cater to their demographic[/caption]
Limited Too, a fashion staple for ‘90s kids, teased its return over several months with cryptic Instagram posts, building anticipation for its comeback.
The brand’s original fans, now grown up, voiced their hopes that the relaunch would include clothing sized for adults.
Comments like “Please be adult sizes” and “I’m scared this isn’t actually for us millennials” flooded the brand’s social media pages.
In July, Limited Too officially relaunched — but to the dismay of many millennial fans, the initial release was targeted at kids and tweens.
NOT SO HAPPY
The backlash was swift.
Many took to social media to express frustration that the brand failed to cater to the very demographic that helped define its success.
Feeling snubbed, some questioned whether Limited Too even acknowledged the loyal fanbase it once had.
In response to the outcry, Limited Too issued an open letter to Highsnobiety, apologizing to their original fans and promising an adult-sized collection by spring 2025.
The letter, full of promises to “bring something special to original Limited Too fans,” stressed that the brand’s intention was never to exclude them but to take the time needed to “get it right.”
Sarah Rosen, senior vice president of marketing for Bluestar Alliance, which owns Limited Too, assured fans that the forthcoming adult collection is not just a one-time project.
“Our team has been working diligently to ensure that each product not only meets but exceeds the expectations of our original fans,” Rosen said.
WORKING ON IT
Designers from the brand’s original collection are reportedly involved, ensuring that Limited Too’s new offerings stay true to its legacy while remaining relevant to today’s fashion trends.
Limited Too’s stumble highlights a broader challenge faced by brands seeking to revive their mall-era appeal.
Limited Too’s promise of an adult collection in 2025 offers hope that the brand will successfully bridge the gap between its past and present.
With the apology and future plans in place, the company has the chance to deliver something truly special for its long-time fans.
But for now, millennials will have to wait a little longer for the chance to shop at their beloved childhood brand — this time in sizes that fit their grown-up selves.
