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Manlig identitet i relation till mode och hållbara kläder: En kvalitativ studie om hur föreställningar om maskuliniteter formar 45-60-åriga mäns relation till hållbar klädkonsumtion

Björk, Isabelle LU and Fryk Granat, Olivia LU (2026) MODK63 20261
Division of Fashion Studies
Abstract
This thesis investigates how Swedish men aged 45-60 describe their relationship to clothing, fashion and sustainable consumption, and how these practices are negotiated in relation to masculinity. Addressing a research gap on middle-aged men’s clothing practices, the study is based on ten qualitative semistructured interviews with men from different social and professional backgrounds. The analysis draws on Judith Butler’s theory of gender performativity, Raewyn Connell’s concept of multiple masculinities and Martin Hultman’s theories of environmental masculinities. The findings show that the participants largely frame clothing practices through rationality, routines and functionality rather than aesthetics or fashion interest. Wardrobe... (More)
This thesis investigates how Swedish men aged 45-60 describe their relationship to clothing, fashion and sustainable consumption, and how these practices are negotiated in relation to masculinity. Addressing a research gap on middle-aged men’s clothing practices, the study is based on ten qualitative semistructured interviews with men from different social and professional backgrounds. The analysis draws on Judith Butler’s theory of gender performativity, Raewyn Connell’s concept of multiple masculinities and Martin Hultman’s theories of environmental masculinities. The findings show that the participants largely frame clothing practices through rationality, routines and functionality rather than aesthetics or fashion interest. Wardrobe organization, neutral styles and practical systems function as performative strategies that reproduce legitimate masculinity while distancing the men from vanity and femininity. Sustainability is primarily understood through quality, durability and long-term use, allowing environmental responsibility to be expressed through masculine-coded values such as control and rationality. At the same time, the study identifies alternative practices involving emotional attachment, repair and care for Armenia, suggesting emerging forms of ecological masculinity. The study concludes that sustainable fashion practices among the middle-aged men included in the study are closely intertwined with ongoing negotiations of masculinity. (Less)
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author
Björk, Isabelle LU and Fryk Granat, Olivia LU
supervisor
organization
course
MODK63 20261
year
type
M2 - Bachelor Degree
subject
keywords
Masculinity, sustainable clothing, performativity, rationality, hegemonic masculinity, clothing consumption.
language
Swedish
id
9244579
date added to LUP
2026-07-06 09:16:46
date last changed
2026-07-06 09:16:46
@misc{9244579,
  abstract     = {{This thesis investigates how Swedish men aged 45-60 describe their relationship to clothing, fashion and sustainable consumption, and how these practices are negotiated in relation to masculinity. Addressing a research gap on middle-aged men’s clothing practices, the study is based on ten qualitative semistructured interviews with men from different social and professional backgrounds. The analysis draws on Judith Butler’s theory of gender performativity, Raewyn Connell’s concept of multiple masculinities and Martin Hultman’s theories of environmental masculinities. The findings show that the participants largely frame clothing practices through rationality, routines and functionality rather than aesthetics or fashion interest. Wardrobe organization, neutral styles and practical systems function as performative strategies that reproduce legitimate masculinity while distancing the men from vanity and femininity. Sustainability is primarily understood through quality, durability and long-term use, allowing environmental responsibility to be expressed through masculine-coded values such as control and rationality. At the same time, the study identifies alternative practices involving emotional attachment, repair and care for Armenia, suggesting emerging forms of ecological masculinity. The study concludes that sustainable fashion practices among the middle-aged men included in the study are closely intertwined with ongoing negotiations of masculinity.}},
  author       = {{Björk, Isabelle and Fryk Granat, Olivia}},
  language     = {{swe}},
  note         = {{Student Paper}},
  title        = {{Manlig identitet i relation till mode och hållbara kläder: En kvalitativ studie om hur föreställningar om maskuliniteter formar 45-60-åriga mäns relation till hållbar klädkonsumtion}},
  year         = {{2026}},
}