What does that shirt mean to you? Thrift-store consumption as cultural capital

Recent work shows cultural capital taking increasingly vague and embodied forms. Attitudes and understandings of “creativity” and “authenticity,” for example, hold more symbolic value than any particular objects. How are these culturally valuable understandings defined and transmitted? This project examines thrift-store shopping to show how symbolic meanings are defined and employed as a form of embodied cultural capital. Ethnographic observation and interviews with shoppers at thrift stores in Portland, Oregon, reveal competing symbolic understandings among two groups of consumers. One group, the “thrift-seekers,” is motivated by a desire to find bargains. Members of this group describe their consumption as a game in which they are able to compete with other consumers. The other group, the “creativists,” comes from a more privileged background and is motivated by a rejection of conventional stores. They describe their consumption as an exercise of creativity through which they establish superiority over other consumers. Each group implicates the other as it constructs its narrative of consumption. Outside of the thrift store, the creativists employ their narratives of creativity as a form of cultural capital, giving them status in relation to similarly privileged peers. This project illustrates the embodied nature of contemporary cultural capital and shows how classes implicate one another in definitions of it. Furthermore, it demonstrates how thrift stores hold particular significance as sites in which embodied cultural capital is defined.