Nowadays, it can be observed that new forms of male identity have been created stemming from the emphasis placed on physical fitness and fashion. With the aim of providing the multiple agents in the male fashion sector with data that could help them learn more about their customers, this study has made use of the concept of apparel involvement as its main tool in examining how males from Rio de Janeiro relate to matters concerning apparel. The following are the central questions guiding this study: What are the present levels of male involvement with apparel? What are the factors that may influence these levels? How could these levels possibly affect the behavior of male consumers? Thus, a theoretical model has been proposed that links the levels of apparel involvement of males with three antecedents, namely perception of the symbolic, hedonic and utilitarian values of apparel, and with three consequences, namely search for information, perception of the relevance of the different attributes of clothes, and perception of differences among male clothing brands. The model has been tested through the Structural Equation Modeling technique and it has reached satisfactory fit indexes. The analysis of the model has indicated which antecedents and consequences of apparel involvement received empirical support.