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Purpose – To explore how young men negotiate the matriarchal domain of fashion consumption and self-presentation, observing techniques adopted by these men to navigate this feminized space and construct their identity project.

Methodology/approach – Engaging Foucauldian theory, a constructionist approach is followed to analyze qualitative interview data with the understanding that a consumer's narrated experience is embedded in a social web of possible interpretation. Rather than seeking to discover a respondents “essential self” within interview data, this research takes a narrative analysis approach, considering individuals storytelling within the context of circulating discourses and power relations.

Findings – As young, fashion-forward men navigate new configurations of power relationships and adopt new modes of performing masculinity, they come to legitimate themselves by forging new categories of existence. They engage various techniques to include the arts and the art of irony in an effort to constitute their masculine subjectivity within discourses of fashionable self-presentation practices.

Social implications – By exploring the social context wherein consumer choices are made, we see consumer identity projects are in fact constricted and influenced by a myriad of sociocultural forces.

Originality/value of paper – Within consumer culture theory, there is much focus on the agency of consumers and their identity projects. However, there is a dearth of work that considers the social and cultural context wherein these identity constructions take place. This study makes a contribution toward addressing this gap.

Freight and logistics are central to everyday life. These sectors depend on a variety of workers, and the types of work have changed rapidly with shifts towards e-commerce and changes to urban logistics. Yet a particular form of masculinity dominates imaginaries of the sector, especially freight transport. Such imaginaries rest on ideas of freight drivers requiring (physical) strength, toughness, flexibility, mobility and driving competencies, as well as being unencumbered by caring responsibilities. In the UK, and elsewhere, the freight sector, and particularly driving-related freight jobs, are heavily reliant on male workers. The freight driver shortage crisis in the UK has been referred to as a ‘ticking timebomb’, emerging from a reliance on white male workers, the majority of whom are over the age of 50. A ‘diversifying’ agenda has been the primary response to this crisis, which has largely focussed on increasing the number of female drivers. At the same time, however, little has been done to address issues associated with pay and conditions for freight workers. In this chapter, the authors examine gendered freight work across three themes: changing mobilities of work, ‘flexibilisation’ of freight working practice and automation of freight vehicles.

Economic liberalization in the countries of the former Soviet Union in the late 1980s provoked a spontaneous explosion of entrepreneurial activities and small trade that lead to an expansion of local marketplaces – the bazaars. This study locates the bazaar within the transition to a market economy. The discussion is guided by questions addressed in social theory and ethnographic studies of the marketplace. How “bizarre” is the post-Soviet bazaar? Does it resist the transition to a market economy or is it a conduit of emerging markets? Ethnographic data for this study stems from the bazaar in Zarya Vostoka situated at the outskirts of Almaty, Kazakhstan. This bazaar is a remarkable example of post-Soviet transformation from a small site of market exchange (the barakholka) to a profitable commercial enterprise. Contrary to the scholarly arguments that insist on a conceptual difference between the marketplace and true markets, this study argues that this bazaar is a dynamic enterprise and an integral part of emerging markets in post-Soviet Kazakhstan.