The logic of the immediate consumption of contemporary society has generated consequences in the environmental and social sphere, which call attention to a reflection on the need for sustainable consumption for a more egalitarian and conscious future. Within this context, the slow fashion movement emerges, aimed at a fashion that encompasses and preserves all those involved in the production chain. The study aimed to investigate, through exploratory research, the sustainable consumption in the purchase and use of clothing by the consumer. The results point to the growth in the demand for alternative places of purchase, the price as the main barrier of adhesion and still existing stereotyped perceptions about products considered as sustainable.