ABSTRACT
In this chapter, the author tunes into social media to explore an example of domestic greening in some detail: a case of ecofashion blogging, where used clothing becomes the material for a form of labour-intensive domestic upcycling. It considers how an alternative, arguably ecofeminist, resource politics can emerge when domestic environmental labour disrupts, rather than accommodates or imitates, dominant market relations and intentionally seeks to enhance public goods in addition to private interests. Green rhetoric is quite minimal, but a close reading of the blog posts extending over a five year period demonstrates that for Owens, refashioning second hand clothing is not a fad or a one-off, but a long-term commitment to environmentally and social responsible fashion. An account of 'easy greening' is made in one early blog post by focusing on the act of consumption (shopping at thrift/charity shops), rather than on the work of sewing.
