Purpose: The purpose of this study is to seek out the driving forces behind students’ choices of clothing in relation to their personal brand.

Methodology: Three interviews with students from different universities test the query formulation.

Empirical findings: The driving forces we have found to be the strongest is the desire to create relationships, to strive for success, to be perceived as unique, to feel belonging and to strive for perfection.

Limitations: It goes without saying that the number of respondents makes it hard to generalize the results on larger populations. Due to a relative short deadline we had to cut the number of students.

Implications: The underlying driving forces are of great importance to consumer choice in relation to the personal brand. The knowledge of why consumers want to achieve the ideals presented in a company's communication may be of greater importance than what we earlier have believed.