This thesis explores the reasons behind why we dress the way we do. Is it to impress our peers, or it is to make a political statement? It investigates the social implications of clothing and how it is used to link you with your socio-economic background. Our clothes are our first impression and this thesis discusses which social persona's people want to portray through their clothing. Through out the thesis general theory is examined and addressed, followed by examples of various brands discussing what demographic wears them and why. There is then a detailed case study which takes a specific Irish sub culture and researches the process behind their clothing choices particularly which brands they buy. Overall it is a in-depth study into the importance of fashion as a form of socio-economic indication.