FASHION AND SUSTAINABLE CONSUMPTION: AN EXAMPLE FROM FLORIANÓPOLIS (SC)

In order to verify through a Fashion business in Florianópolis (SC), how sustainable consumption is configured locally, this article explores the example of the Black Purpurin handbag and accessory brand. As a hypothesis, it is estimated that local consumers look for the company for its emphasis on sustainability and, in a reciprocal way, it legitimizes their pro-sustainability behavior. Methodologically, this article fits as applied, qualitative, descriptive, bibliographic and field re-search. As a data collection instrument, a scripted interview with twenty open questions for the co-owner of the brand was used. The literature was investigated in the light of Sustainable Development Objective (SDG) 12 — Sustainable Consumption and Production — of the United Nations (UN). Finally, the hypothesis outlined by the authors was refuted in the verified example and it was evidenced that local consumers seek to exercise the power of consumption through aesthetic-formal aspects and immaterial values. That is, before sustainable criteria, they value the design, exclusivity, the possibility of cus-tomization and the 3D printing process of the pieces sold by the aforementioned brand