College men’s fashion: clothing preference, identity, and avoidance

Abstract

The goal of our exploratory study was to investigate what fashion means to college men in terms of preference, identity, and avoidance. Specifically, we aimed to determine what young men want to achieve as well as avoid through their clothing. We interviewed 15 college men to collect data. This exploratory study revealed that the male college students who participated in this study desire clothing that is comfortable, gives them confidence, and meets the expectations of their surroundings. The results suggest that college men’s fashion preferences are driven largely by a desire for comfort and adherence to norms. Moreover, the study participants avoided certain types of clothing due to the clothing’s incongruence with their styles. Their aversion to clothing that could be perceived as alternative, gangster, or gay indicates that these men strived to avoid clothing that conveys identities viewed as non-conformist, non-professional, or unusual. In line with our findings, we encourage universities to educate students in order to prevent them from holding negative stereotypes against African Americans and homosexuals. Continued educational efforts could be made through courses that curtail aversion to underrepresented ethnic groups.