Abstract: A button feed unit to guide a button element from a button supply to a button applicator and arrange the direction of surface pattern provided on a front face of the button element. The button feed unit is adaptable for a variety of buttons of different sizes by exchangeable components of a feed path for the button element. The feed path for the button element is provided with a button rotating attachment having a button element guide path of a wedge-shaped cross section to pinch a part of the periphery of the button head and to urge the button head resiliently toward a cooperating feed path guide member, wherein at least the attachment is exchangeable.