In the society of consumers, consumption has developed into a basic social need where the purchase of clothing has become a proof of identity, gender and social status. For men, the interest in clothing consumption and appearance has become more accepted in recent decades. However, the interest in clothing consumption is still considered a feminine trait. The social sciences’ interest in clothing and consumption is based on human behaviour, where clothing and other consumed goods affect how individuals understand themselves and their social environment. For men, clothing is a tool that constructs masculinity and male status. The regulations for what types of clothes and colours that are acceptable for men to wear exist within various sets of norms. Since the body is a key element in masculinity research, clothing and norms become interesting factors in the creation and re-creation of masculinity and male gender. The aim with this study is therefore to contribute with further knowledge about the social factors that affect young Swedish men aged 21-27 regarding clothing and clothing consumption as well as how clothing and clothing consumption are included in the construction and re-construction of gender, masculinity and identity.

The study’s theoretical framework is based on Judith Butler’s and Raewyn Connell’s presentation of the concept of gender, Connell’s theory of masculinity and Erving Goffman’s research on identity and self-presentation. The empirical data consists of six semi-structured interviews with men from southern Sweden. The results show that all interviewees have similar experiences regarding how they consume clothes, what kind of clothes they prefer and what they think is and is not acceptable for men to wear. Furthermore, a contradiction emerges where men are forced into a template based on norms and social expectations of how a man should look and act, which the interviewees both relate to and despise. This creates an ambivalence where men are expected to make an effort to look a certain way, and at the same time possess an attitude where they are interpreted as independent individuals who do not care about appearance.