Limited by Name It changes name, design focus

By

Cajsa Lykke Carlson

Published
Feb 4, 2016

Limited by Name It, the kidswear brand owned by Danish brand house Bestseller, is changing its name to LMTD.

The brand, which currently targets kids aged 4-10, will change its target group to ages 10-16 and will also have a new design focus. "We work with fashion and also with lifestyle and trends. For a while it has been clear to us that tweens are an independent group of young people who are really tired of being placed in the same fashion context as their younger siblings,” explains Helle Schmidt Hansen, Marketing Manager at NAME IT.

LMTD will draw inspiration for its clothes from trends in the adult fashion world. "We see a group of young people who are very much present on social media and who are extremely fashion-forward,” says Anne Have, Design Manager at Name It. She continues: “These young people demand another trend closeness than their younger siblings. Fashion is a huge part of their self-realisation, and they know exactly what they want. This group of boys and girls know the micro trends as well as the main tendencies in today’s fashion.”

The focus for LMTD will be on uniting trends, tendencies and fashion-consciousness with quality and comfort, the brand said. The brand is represented at Bestseller’s own fashion fair, Bestseller United CPH, during Copenhagen Fashion Week this week.