Background and aim: The consumption of illicit drugs remains stable among youths in Sweden, yet an increase in consumption has been observed in affluent areas. This study aims to explore the reasons for illicit drug use in these areas and if this could be further understood using Social Identity Theory. Methods: Twenty participants from four high schools in an affluent municipality participated in semi-structured in-depth interviews regarding substance use. The interviews were coded using thematic analysis and six themes emerged.  Results: Social influence was the prominent influence for illicit drug use. Furthermore, this use was normalized and availability was high. The influence of family norms and outspoken negative effects of drugs caused a decrease in consumption. Conclusion: These results are in accordance with previous research claiming social influence on illicit drug use, and further confirms this in an affluent area. Social Identity Theory (i.e. how informants categorize, identify and compare themselves with their social group) had an impact on consumption.