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Some of it is as people have already said, it is appropriate for what you are doing ( like wearing leathers on a motorcycle) and some of it is just for social acceptance. It is a way of telling other like minded people that you are like them and you belong in the group.
There is a very interesting scene in a documentary about Star Trek fans that makes a lot of sense. In the movie one woman fights a battle with a local court because she wants to wear a Star Trek uniform while on jury duty. The court won't let her even though she shows them proof through photos that she wears it most days in her regular life.
They told her that the show wasn't real and she wasn't really a part of the Star Trek crew so it wasn't appropriate. She then pointed out that it completely acceptable for people to wear jerseys and clothes from local sports teams. Those people aren't on the team. They have nothing to do with the team. They are simply fans of the team yet if they wear the teams clothes nobody bats an eye.
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