This paper will present on-going research conducted in Malmö, Sweden, and Copenhagen, Denmark. Malmö and Copenhagen are separated by a narrow strait, but connected by a bridge. It takes less than an hour by train between the city centres. The research is based on interviews with nine young adult Muslims, in their late teens or early twenties. The key question is: How do young adults relate to, understand, feel for, and maybe even consume and choose Islam? All informants identify themselves as Muslims in one way or another, but have not invested a great deal of prestige and energy in developing this Muslim identity. Rather, being Muslim is only one of several other identities that they relate to, and an important one, at least to most.