The textil industry has great relevance in the Brazilian economy, occupying the fourth position of largest producer of denim in the world and the largest complete têxtil industry of the west, according to the Brazilian Association of the Textile and Clothing Industry (2018). On the other hand, it is one of the most polluting industries in the world and presents more than 500 billion dollar a year of disposing of non-recycled clothes, according to the report of the Ellen MacArthur Foundation (2017). In this context, alternative forms of consumption have gained strength, transforming the thrift store spaces into important marketplaces for disposal and reuse. This research investigated the meanings involved in the consumption of second-hand clothing, contributing to a reflection on the meanings, beliefs and values that promote or restrict some choices for these objects. Data were collected through participant observation and individual interviews with eighteen consumers, in three thrift stores located in the city of Rio de Janeiro. The theoretical-methodological perspective of French discursive semiotics and the model of Axiology of Consumption by Floch (1993) were used to analyze the themes identified in consumers speeches. In the results of the analysis, the consumption rituals and issues related to the subjects sociability and lifestyle stand out. There are also dissonant points in relation to the concept of sustainability, indicating opportunities for brands and managers of thrift stores to improve their sustainable business strategies. Consumer narratives alternate and sometimes combine critical, practical and utopian values from Floch s Axiology (1993).