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Buy-It-Yourself: How DIY Got Consumerized

Elizabeth Chamberlain

Abstract


Looking at do-it-yourself (DIY) fashion blogs as a test case, 'Buy-It-Yourself' considers some of the consumerizing pressures that can turn an anti-consumption movement into another tool of the corporate machine. I examine the punk roots of the DIY movement, the recent flurry of maker activity, and a sampling of DIY fashion blogs from their 2009 heyday through the present. Ultimately, I suggest that online activists consider DIY fashion blogs as a warning tale: as a counterculture movement begins to pick up steam, it can morph into something that betrays its original goals.


Keywords


DIY; fashion; blogs; punk; resistance