Dan Hirschfield founded Buckle in 1948 in Kearney, Nebraska. Originally called the Brass Buckle, it was one of the first champions of denim jeans as they gained popularity. Offering high-quality clothes in more casual, trendy styles, the brand appealed to country-living men who needed good-looking clothes that could stand up to wear and tear. As Buckle grew, it expanded its customer base, adding a women’s line that offered the same high quality and range of styles in the 1970s. Buckle has weathered the storms of recession, fashion trends and style updates with grace. Through every denim trend, it has remained a denim destination where customers know they’ll get quality clothing that will stand the test of time. It’s not all about blue jeans though. Buckle has also built a name as a socially conscious brand thanks to its Buckle Believes line. The clothes in this line support charitable organizations and initiatives with every sale. Giving between 5% and 10% of each purchase from the line’s three distinct brands to charity, Buckle supports veterans and emergency workers who risk their lives to protect others.   Top Buckle Product Lines   BKE BKE is Buckle’s signature house brand, built around dependable fits and wardrobe staples, which makes it a strong draw for shoppers who want denim and everyday pieces that feel like easy repeat buys. Buckle Black Buckle Black brings shaping fabrics and more elevated styling to the store’s in-house mix, making it especially appealing for shoppers who want flattering basics with a more polished edge. Gimmicks Gimmicks is a Buckle-exclusive bohemian-inspired label that feels especially enticing for shoppers who want romantic details, statement pieces, and easy outfit-building with personality. Daytrip Daytrip is designed around comfort, affordability, and wear-anywhere styling, making it a natural fit for shoppers who want everyday fashion that still feels put together. Willow & Root Willow & Root is Buckle’s fashion-forward in-house label for shoppers who want trend-driven pieces that help them stand out. Sterling & Stitch Sterling & Stitch gives Buckle a western-inspired in-house option that is especially attractive for shoppers who want something distinctive, rugged, and style-conscious.   Top Brands sold at Buckle   Free People Free People adds a premium boho fashion name to Buckle’s assortment, making it especially appealing for shoppers who want a softer, more elevated free-spirited look. Ariat Ariat gives Buckle strong western and performance credibility, which is a big draw for shoppers looking for boots and apparel with authentic ranch-and-rodeo appeal. Rock Revival Rock Revival brings statement denim and embellished styling to the mix, making it a great choice for shoppers who want jeans that feel bold and distinctive.   Holiday Pages  Buckle Black Friday Buckle Cyber Monday Buckle Holiday Gifts Buckle Presidents' Day Buckle Memorial Day Buckle 4th of July Buckle Labor Day