Limited Too is making a comeback for the next generation
Limited Too, the iconic tween clothing brand, announced it would be relaunching in July, sending millennials into a frenzy of nostalgia for the early 2000s fashion staple.
The retailer, known for its bright colors, glittery details and girly designs, plus plaid Bermuda shorts and spaghetti strap camisole tops, was a closet essential for girls growing up in the 2000s. The brand was discontinued in 2008.
Now, more than 15 years later, Limited Too is coming back.
Limited Too will officially relaunch July 12, the brand announced Friday. The relaunch is geared towards tweens and to serve as a "generational bridge."
"Now, parents and guardians who once cherished the brand can joyously introduce their children, ushering in a new era of Limited Too enthusiasts," the company said in a press release.
Limited Too reappeared on Instagram earlier this month, posting close-up shots of what appeared to be hoodies, jeans and more, with cryptic captions about what it all might mean — until a post on June 17.
"Here to tell you this is for real. Launching in July," the caption read.
Limited Too fans have had their detective hats on ever since the brand started posting on Instagram earlier this month. The account's first post on June 3 featured a black jacket emblazoned with "Limited Too" on the back.
"Share the Nostalgia," the caption read, with the hashtag "#LTD2."
Since then, Limited Too has posted messages like "Rediscover an icon" and "We promise — we’re not playing with your emotions."
The Limited Too website offered a sneak peak of its newest drop, seemingly titled a "heritage-inspired collection," with a photo of four girls posing in Limited Too attire.
On the website's about page, it reads, "Limited Too isn't just a brand."
"It’s a living fashion legacy that embraces the next generation of tweens with confidence and self-expression. A celebration of the past and an inspiration for the present, honoring the heritage that made Limited Too a household name," the description said.
The bottom of the website promised: "Limited Too's signature style is back!"
This article was originally published on TODAY.com
