Past research on fashion consumer groups indicates that fashion leaders have a high need for uniqueness that motivates them to choose more novel offerings within the apparel product category (Tian, Bearden, & Hunter, 2001; Workman & Kidd, 2000). For these consumers, certain brands can signify specific meanings important to group identity and membership (Liu & Wang, 2008). The purpose of this study was to explore how consumers use clothing to identify themselves as fashion leaders and the role of brands in this process. To address this purpose, consumption behaviors of fashion leaders were examined within the clothing swap environment.