Exhibit 99.1
[BUCKLE LOGO]
                                                                THE BUCKLE, INC.

                                              2407 W. 24th St. Kearney, NE 68845

                                            P.O. Box 1480 Kearney, NE 68848-1480

                                                             PHONE: 308-236-8491

                                                               FAX: 308-236-4493

FOR IMMEDIATE RELEASE:  September 21, 2004                  WEB:  www.buckle.com

CONTACT: Karen B. Rhoads, Chief Financial Officer
         THE BUCKLE, INC.
         308/236-8491

                                                           FOR IMMEDIATE RELEASE


                                THE BUCKLE, INC.
                           REPORTS QUARTERLY DIVIDEND


KEARNEY, NE, September 21, 2004 -- The Buckle, Inc. (NYSE/ BKE) announced that
at its quarterly meeting of the Board of Directors, held on September 20, 2004,
the Board authorized a $.12 per share quarterly dividend payment to be paid to
shareholders of record at the close of business on October 15, 2004 and payable
on October 27, 2004. This is an increase of $.02 per share from the past four
quarters' dividend rate of $.10 per share per quarter.

Headquartered in Kearney, Nebraska, The Buckle, Inc. is a retailer of casual
apparel, footwear and accessories for young men and women. It currently operates
327 retail stores in 38 states.


SAFE HARBOR STATEMENT UNDER THE PRIVATE SECURITIES LITIGATION REFORM ACT OF
1995; All forward looking statements made by the Company involve material risks
and uncertainties and are subject to change based on factors which may be beyond
the Company's control. Accordingly, the Company's future performance and
financial results may differ materially from those expressed or implied in any
such forward-looking statements. Such factors include, but are not limited to,
those described in the Company's filings with the Securities and Exchange
Commission. The Company does not undertake to publicly update or revise any
forward-looking statements even if experience or future changes make it clear
that any projected results expressed or implied therein will not be realized.

       News releases and other information about The Buckle, Inc., can be
                     found on the Internet at www.buckle.com