Possible return of Limited Too sends internet into a frenzy: 'Please be for adults'
After weeks of teasing social media followers about a possible return, Limited Too appeared to confirm the brand's revival in a social media post Tuesday.
"Here to tell you this is for real. Launching in July," the brand said in an Instagram post.
The tease about coming back started on June 3, with the brand's Instagram account posting a photo with a cryptic "Share the Nostalgia" caption. A few days later, on June 7, the account posted another photo with the caption "We promise - we're not playing with your emotions."
The brand first launched in 1987 as a spin-off from women's clothing store The Limited. The brand spun off as Too, Inc. in 1999, according to Bloomberg, and shifted its focus to girls between the ages of 7 and 14.
Bloomberg reports that the company opened another retail chain called Justice in 2004, and two years later Too, Inc. became Tween Brands, which converted all Limited Too stores into Justice stores in 2008.
Bluestar Alliance LLC, a New York-based private equity firm, bought the Limited Too brand in 2015.
A spokesperson for Limited Too declined to give further information about the company's upcoming re-launch.
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Social media users feeling nostalgic plead for brand to have adult sizes
Social media response to the brand's purported comeback has been largely positive, with fans of the brand clamoring for it to have adult sizes.
"I don't know if y'all understand how much millennials need this right now. Please be adult sizes," one Instagram user commented on the account's June 18 post.
"Please be adult sizes because we NEED THIS," another user wrote.
"I'm scared this isn't actually for us millennials who grew up with this store, just a rebranding for tweens," a third user wrote.
The brand's account posted on June 19 with the caption, "Show us your throwback styles! Tag us in your nostalgic Limited Too pics," to which one user replied, "Just know if this is a kids only drop it will be the biggest missed opportunity of the year!!!! We want adult sizes!"
Gabe Hauari is a national trending news reporter at USA TODAY. You can follow him on X @GabeHauari or email him at [email protected].