Abstract
In this paper we empirically illustrate consumer government in the context of wardrobe self-help (WHS for short). By providing an empirical example of consumer government in a cultural text, our research contributes to the scholarly work on the government of consumers (Binkley 2006, Du Gay 2004, Moisander and Eriksson 2006, Moisander, Markkula and Eräranta 2010).