Abstract
Inspired by the contributions of New Economic Sociology, the discussion presented here considers markets as complex social processes, integrating economic elements, relational, institutional, and cultural structures. Focusing on the Agreste of Pernambuco Clothing Cluster, this article aims to explore the links between personal relationships and the economy present in productive and commercial transactions in the region. The findings highlight that the system of clothing production and marketing is inherently linked to social and cultural values, such as the importance of family labor and the presence of reciprocal, trusting, and solidarity bonds. Field research reveals that the economic dynamics of the cluster are intertwined with other spheres of social life, since thinking about work in the cluster means thinking about family; and thinking about trade implies considering networks of personal relationships and trust.
Keywords:
New Economic Sociology (NES); Markets; Personal relationships; Economic life; Clothing market of Pernambuco