The chief purpose of this research is to examine in some depth the phenomenon ofclothing buying of Thai Metrosexuals as a significant change appears to be takingplace. Currently male consumers, Metrosexuals in particular, are becoming animportant segment in the field of consumer behaviour. Clothes were selected for thisresearch because the clothing industry is continually growing, and clothes are foundto be a symbol of self-image. This research is to study what variables affect thepurchase of clothes for Thai Metrosexuals. Fishbein and Ajzen’s (1975) theory of areasoned action model is employed as a theoretical framework because it is a wellacceptedtheory for predicting consumer behaviour. Based on this theory, the mainobjective of the study is to examine the influence of attitudes toward clothing buying,self-image, and subjective norms of purchase intention and the purchase of clothes.The population of the study are Thai men aged 25 to 55 years whose occupations fitin three groups, private sector officer, business owner, and government officer, with aneducation level of at least a Bachelor’s degree. A questionnaire survey technique wasadopted for this study. The data were collected at leading department stores locatedin the Bangkok metropolitan area. Four hundred twenty-five complete questionnaireswere returned and usable. Afterward, the data were analysed by employing regressionanalysis in SPSS version 15.0. In conclusion, the results of the study show thatattitudes toward clothing buying, self-image, and subjective norms (work colleagues,close friends, and family members) have positive effects on purchase intention and thepurchase of clothes for Thai Metrosexuals.