The threads and traces of fashion: commerce and sociability in São Paulo at the beginning of the 20th century

Abstract

 The turn of the 20th century witnessed profound transformations in the city of São Paulo and new forms of its inhabitants will be related to urban space. The waves of immigrants who disembarked there, the installation of an urban infrastructure, a rationalization of the municipal bureaucracy, the introduction of new tastes and habits of consumption, the construction of innumerable factories, and a host of other factors culminated in the material production of a city expanding from its original core, known as the Triângulo or Historic Hill. The middle classes took part in this series of transformations, most notably through their involvement in the construction of residential buildings, taking advantage of the opportunities afforded by the rentier financial market. Many of these buildings would eventually be remodeled to combine residential and business functions – a process typical in the eastern part of the city, especially in the neighborhood of Brás. The neighborhood, known for its industrial park, was home to a number of commercial establishments dedicated to clothing and personal care, including stores, tailors, and professionals associated with the jewelry business. This article examines the role of the proprietors these spaces in the material configuration of Brás and nearby neighbor-hoods through the use of Geographic Information System (GIS), utilizing a variety of documentary sources to spatialize them.