Numerous stores have established and expanded their private label apparels. Retailers are now offering private labels under their own names in their respective stores as an alternative to well-known brands. Previous research indicates that consumers depend less on external cues when they are more familiar with private labels. Specifically, the present study examines whether familiarity with private label apparels helps in influencing consumer purchase intention. A simple linear regression approach was employed to examine the proposed hypothesis with a purposive sample of 400 consumers who purchased private label apparels from different retail outlets. The results indicate that familiarity has a direct and positive influence on consumer purchase intention; however, the effect is small. This indicates that consumers focus on other aspects besides familiarity when making purchasing decisions, regardless of whether they are familiar with private label apparels or not. The findings can help retailers take steps to increase consumer familiarity with private label apparels.