First off..........you can always say your shopping for your girlfriend/wife......which is a normal activity (in the eyes of the world) That aside, I have very seldome gotten a second glance or condemed feeling form a SA. Most people shopping are busy looking for their needs and don't really pay attention to you. Go shop for mens underware and you will see what I mean.........then go shop for womens and its pretty much the same. As for trying things on, I do try to be discrete, not using the changing rooms if the store is busy, but if quiet, I have taken ladies things into the mens dressing room, and have used the ladies dressing rooms. I've had SA's help me with things and have asked if I could try things on with no problems. so the big thing is just he courage to go for it.