They call themselves The Limited, but their selection is expansive. The name isn't about limiting the selection to what's trendy, either -- back in 1963, the name was picked to indicate the store was... They call themselves The Limited, but their selection is expansive. The name isn't about limiting the selection to what's trendy, either -- back in 1963, the name was picked to indicate the store was "limited" to clothes for younger women, as opposed to the parent general store. The Limited can outfit any lady for any occasion. Attend work, go out with friends or the hubby, take the kids to the park and buy groceries — all while feeling like a supermodel. Or at least looking like one.read more