Private label apparel is becoming a significant component of the Indian fashion business, as retailers and companies see the benefit of providing customers with unique and exclusive items. The purpose of this article is to investigate customers' attitudes about purchasing apparel from private label firms. To carry out this work, we empirically evaluated a model that created attitude in terms of cognitive, conative, affective and purchase intention components. The data was gathered by distributing a questionnaire to the respondents. In this study, 210 people participated, and the assumptions were tested using structural equation modelling. The important findings are the cognitive, conative, affective components of attitude have a significant positive influence on the purchase intention towards the apparels from the private label brands. The findings of this study will help merchants, salespeople, and workers of private label brands realise that the cognitive, conative, and emotional components of customer attitudes have a positive and substantial effect on purchasing intention of their own apparels.