The aim of this paper is to study the concept of brand love among Indonesian youths. According to triangular theory of love, there is a three dimensional of brand love. Further, the study uncover the relationship between variables used in this research as well as provide the theoretical framework for revealing the concept of wearing casual apparels. Additionally, this empirical research employed 88 respondents for gathering the data requirements. This study employs SEM AMOS in order to analyze the data. These exploratory result indicates that the concept of brand love in Indonesia is affected by several constructs called brand passion, brand intimacy, social media use, purchase intention, and brand advocacy. These findings generate the possibility for future research into brand love using the concept of triangular theory of love in order to gather deeper understanding how the changes in the perceptions of self-influence the brand love.