My current research project, funded by the Social Sciences and Humanities Research Council (SSHRC), explores men’s fashion consumption in the digital age. I am examining the challenges men experience due to gender norms and the opportunities to use fashion to empower them to celebrate gender diversity. The first stage of this project is interviews with 50 men that are carried out in their homes with the contents of their wardrobes used to prompt discussions. Picking out particular garments, the men explain the personal meanings and histories imbued in their clothing and accessories. The second stage of the project is a fashion show with the men who participated in the interviews in order to explore the fashion show’s potential to promote dialogue about gender and inspire social change. The project will result in a book on men’s fashion consumption and gender identities in the digital age.