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Why did elite families of the Italian Renaissance invest up to 40 percent of their capital in clothes? How could a new outfit cost more than a good-sized farm out in the Mugello? Why did political factions tend to use the same tailors, and who were they? In this text, historian Carole Frick traces the beginnings of consumerism to the clothing industry of Renaissance Florence and the elite families who were its principal customers. Frick begins with a detailed account of the industry itself - its organization within the guild structure of the city, the specialized work done by male and female workers of differing social status, the materials used and their sources, and the garments and accessories produced. She then shows how the driving force behind the growth of the industry was the elite families of Florence, who, in order to maintain their social standing and family honour, made continuous purchases of clothing - whether for everyday use or special occasions - for their families and households.