Founded in 1978, Buck & Buck is a beloved clothing brand that specializes in adaptive apparel for seniors—particularly those with limited mobility or special dressing needs. For decades, their print catalog has been a staple in nearly every nursing home across the U.S., serving as a go-to resource for caregivers shopping on behalf of their residents.

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After 50 years without a significant update, the brand was beginning to feel out of step with today’s apparel landscape. When No Limbits Clothing acquired the company from its original owners, they committed to preserving what made Buck & Buck special—while breathing fresh life into its identity. A joyful, human-centered rebrand was born.

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Every design decision was grounded in the company’s core mission: to deliver dignity, comfort, and convenience through thoughtful clothing. The new brand system was purposefully designed to resonate with both the aging population and the caregivers who often do the purchasing. A warm, neutral color palette provides an inviting canvas for the lively prints and patterns of the garments, while refreshed on-model photography introduces a more modern, energetic, and optimistic feel—evolving the brand’s visual language to better reflect the spirit of today’s customers.