Edwin Sutherland was a criminologist working in the early 20th century. He developed a new way to look at deviance that is slightly different from Merton's and Hirschi's, called the differential association theory of deviance. Sutherland focused on the group influence and how your peer group can influence deviant behavior.
Each peer group and subgroup has its own set of mores, norms, and folkways, which may or may not align with the mores, norms, and folkways of society as a whole. As discussed, people crave group acceptance, so when you fall in with a peer group, you're going to subscribe to their ways of living and their culture. This subculture may potentially be a deviant subculture that runs counter to the culture of society, so by virtue of participating in this subculture, you might act out deviantly, Sutherland maintained.
IN CONTEXT
This theory helps to explain how people might fall in with gangs and gang activity when they're youthful, because of the group’s strong influence on their behavior. People don't behave in isolation--they behave with respect to people and groups, which is one of the central tenets of sociology.
Source: This work is adapted from Sophia author Zach Lamb.