This paper examines the relationship between Eastern European self-initiated expatriates in Denmark and their acculturation to the Danish society, particularly through apparel, by using hermeneutic circle. This study contributes to consumer behaviour field by investigating the link between acculturation and apparel consumption as intercultural phenomena, if such takes place,​ ​that​ ​have​ ​been given relatively little attention in scientific literature. It is intriguing to observe consumers directly through in-depth interview in order to understand their perspectives and values towards fashion consumption and integration to the Danish society through it. Therefore, attention will lie on fashion and apparel consumption in Denmark among​ ​Eastern​ ​European​ ​males.