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Kim Poldner

This chapter argues that the concept of activist autoethnography affords a powerful avenue to the study of entrepreneurial practice as it connects direct personal experience with societal change. Embracing an affirmative understanding of entrepreneurship, the entrepreneurial “mystory” of the first author is at the core of this analysis. Through narrating how her life as a student of fashion, a serial entrepreneur in sustainable fashion and an academic unfolded, deep insights are gained in “the coming into being of a sustainable fashion movement”. Disclosing vulnerability in “entrepreneurial failure” and everyday life choices, the article reveals how autoethnographic accounts of entrepreneurial becoming can create value for entrepreneurship theory and practice.