No bounds, no limits: USCA LIFE student talks about his brand, Limitless

Limitless is more than just a business venture for Jayden Rouse, a first-year student in the USCA LIFE program; it’s an opportunity to show that there are no limits for anyone, especially individuals with intellectual disabilities.

The motto behind it, “With no end, limit or boundary,” reinforces the idea that there are no bounds.

“The goal is to show that students, with or without disabilities, should never limit themselves and can accomplish anything they set their minds to,” Rouse said.

His business consists of a clothing line of mainly of T-shirts, sweatshirts, hoodies, ball caps, baby onesies and beanies with items ranging from $20 to $55.

Just two years ago at South Aiken High School, Rouse came up with the idea to start Limitless during his junior year. “At first students were wanting to represent it and now my goal is to bring it to USCA and get other students on campus to wear it with the right meaning.”

“He’s a warrior,” said Landon Figueroa, Rouse’s best friend and Limitless co-creator. “Anyone with a disability is a warrior in my eyes and Jayden uses the word ‘limitless’ often.”

Figueroa first met Rouse in middle school, often joking about their shared memories, and the two have been inseparable ever since.

“I remember when Limitless just started out as a brainstorming session,” Figueroa said. “Jayden just wanted something that had meaning and what people could relate to. I just remembering googling terms that could talk about his disability.”

At the age of 3, Rouse was diagnosed with cerebral palsy, a disorder that affects muscle tone, movement and motor skills.

“I’ve always told him as a kid growing up with a disability you are still a normal kid. Never let your disability define you,” said Tikasha Gabbidon, Rouse’s mother.

Gabbidon says she’s proud of her son’s work with Limitless, especially knowing that Rouse has Figueroa to help with orders, allowing him to concentrate on school. “School is a main priority and if anything needs to be done or made, Landon helps and steps in to make and process the inventory.”

Rouse added that Limitless has continued to grow, with inventory sold as far away as New York and New Jersey.

Monica Martin serves as the outreach coordinator for USCA LIFE program and says the program’s main purpose is to foster the importance of independence for its students.

“Having your own business before you leave college is a huge deal,” she said. “What Jayden’s meaning behind Limitless means a lot for our students. Being able to say ‘I don’t have any restrictions’ is very important and being a part of this program is a huge realization in the lives of our students.”

Rouse says he’s forever grateful to the program for embracing his business venture. “I’m just getting started,” he said. “My goal is to get all the LIFE students to wear my gear. I feel like once more students see us wearing Limitless, it may encourage other students to wear it as well.”

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