The purpose of this study is to investigate the topic of how a brand’s increased associations with unintended customer segments may impact the consumers who purchase the brand’s products for their intended use. This regards the consumer’s brand perception, brand avoidance, and purchase intentions. The focus of this study is the outdoor sports brand Haglöfs and Swedish gangster culture as the unintended customer segment. The possible associations between Haglöfs and gangster culture gave rise to this thesis. This research adopts a qualitative logic, using a focus group to collect data and gain insight into consumers’ brand perception, brand avoidance, and purchase intentions. Six (6) participants in total were included in the interview. The data was analyzed with ananalytical framework with support from the existing theoretical frameworks. The results from the focus group suggested that the increased associations between gangster culture and Haglöfs have not largely negatively affected the participants’ brand perception, brand avoidance, and purchase intention, with the exception of one participant. However, other insightful results were discovered related to ‘product avoidance’. The managerial contributions may include insights for brands in mitigating potential devaluation of brand perception as a result of being associated with unintended customer segments.