Consumo colaborativo de moda: armários coletivos em São Paulo

Abstract

This paper aims to analyze the implications of the sharing clothes in the city of São Paulo. To achieve this, the research has specifically examined clothes rental, using theories on fashion consumption that cover topics such as stratification, distinction, and citizenship. Interviews were also conducted with store owners as well as content analysis on websites and digital social networks to understand discourse. Besides, we sought to understand how this type of trade takes up space and that allows identifying and promoting sociability relations. Thus, it can be observed that the location of stores maintains relationships with social stratification and inequality and demonstrates that there is a profile of middle and upper-income strata. Also, the social logic of fashion applies to clothe sharing as the subscription can be an alternative to construct appearance and different lifestyles. Therefore access to fashion libraries is a valuable alternative through which people search for novelties, distinction, and belonging