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Figure 47.The Gucci Gardener

The Gucci Gardeners represent a very small minority of allotment plot holders investing in UA in the city. The term ‘Gucci Gardener’ derives from others perceptions of the approach taken by some new members. In this regard, they resemble the Idealists in terms of challenging the ‘traditional’ aesthetic associated with allotment practices.

Gucci Gardener’s largely comprise the new middle-class female practitioners living in apartments and small dwellings with little or no access to a garden or private green space.

They see the allotment as an opportunity to construct a landscape that facilitates interaction and fulfils their desire to engage with nature, and others within their locales.

They are generally not motivated by a desire to cultivate food. They are often viewed by others as ‘gardeners’ rather than ‘growers’ who’s motivations for investment are a direct consequence of the Celtic Tiger era, where media programmes promoted ‘designer gardens’, and where the desire for ‘organic’ food reflected an insatiable appetite for newness. They are often viewed by others as ‘superficial’ practitioners whose investment is the latest commodity, and a means of displaying a particular social identity who tend to be very competitive in terms of plot layout and design. As one provider commented, “ah you should see them, and they want, want, want, want, want. She, well, the Gucci Gardener ... eh, the Gucci doesn’t know how to garden. They’ve no interest in gardening.

109 She or he just wants to be seen up here in their Jaguar/Merc and in their Gucci diamanté bloody wellies. Now, they are pretty unique”

Allotment Provider. Dublin. 2013 Gucci Gardeners in all probability are (or were) a passing trend. For those who remain on sites today, it is the absence of a garden, the desire for access to a private green space, their need to interact with others, and desire to (re)generate a sense of belonging that constitute their primary motivating factors. For them, the allotment landscape acts as an important resource in the city that facilitates social interaction. Their foray into UA is a consequence of contemporary urban life and a consequence of high density urban development which for them, is experienced as a disconnect (for a detailed analysis, see chapter 8). For Gucci gardeners, the spatial layout and in particular, the absence of physical boundaries (omission of walls) facilitates, promotes and enhances interaction and the construction of a sense of belonging to community and place. As Kate and Georgina both note;

“Well I bought my apartment in the height of the boom and paid a fortune for it, and although I have a balcony, it’s really not enough. I grew up here [in the area] and my parents had a large garden and I didn’t realise how much I’d miss having a garden until I bought my own home.... I like coming here and a lot of the time I’d sit and read or potter around in the shed, tidy it up and do little odd jobs....oh I love the company here. I absolutely love it. There’s x down there, and y here beside me and we’re all great buddies”

Kate. Gucci Gardener: Dublin. 2013

“Well I just had to have one. The minute I saw this [site] opening I was down in a shot...you’ve no room in the new apartments and like you’ve the park there for a walk and that’s ok if you’ve a dog and you’d go walking regularly, but it’s pretty lonely going on your own all the time. I do go, and I love it, but here, here I can have a chat, do a few bits and basically just enjoy the open air. I’ll grow herbs and little bits but I’m no expert, I’m not really a gardener ... I put all those stones in to save me weeding the place you know? I don’t fancy having to look at a mess and have to weed constantly. God no. Yeah, I spent a lot putting them in, but I think they’re nice. They’re very decorative”

Georgina. Gucci Gardener: Dublin 2013 The Gucci Gardener’s plot is visibly distinguishable from other allotment growers. Their plots are extremely structured. They employ particular design principles, and considerable consideration is given to the maintenance needs of the garden/plot (Fig. 47). They incorporate water features, sheds, and some integrate poly-tunnels (as a social space) and

110 they take into consideration how the garden will be used (for a detailed analysis, see chapter 6). They generally incorporate a small lawn, seating, lights, and display a high material investment, but the majority display little food cultivation. (, see chapter 7).

Practical gardeners’ who see the allotment as functional, unequivocally express their aversion to contemporary plot layouts and designs, and in particular, the ‘aestheticization’

of the allotment landscape by the new middle-class practitioners, and in particular, Gucci gardeners.

“…all the younger gardeners, the new ones, tend to have these patios and seating areas, all these fancy well, boxes, umbrella’s. Sure you’d think they were going for a picnic, a day out for god’s sake, and, well you wouldn’t think there were here to garden at all, … but no, no, that’s not what allotments are for, that’s not what they’re about at all at all.

No. No … it’s the nearest thing to being in the country and we need to protect that”

William. Practical Gardener: Dublin 2012

However, for the Gucci Gardener, the aesthetic plays an important role and they occasionally express envy at other’s knowledge, practice and skills. Although they are viewed as competitive practitioners’ keen to adhere to contemporary ‘design principles’, many are beginning to incorporate more cultivation, and are enhancing their knowledge and skills by experimenting with small crops in raised beds similar to Socio-Organic gardeners who employ concept gardening methods, or by incorporating small drills and lazy beds similar to those displayed by Practical gardeners (obtained by interacting with others on site) (see chapter 6 & 7).

“It’s not competitiveness in the normal sense. It’s more envy. I didn’t know a thing but I suppose talking to Y there like, he was telling me and showing me how to do it ‘cos I really didn’t have a clue. But now I’m starting to grow a bit, a little bit and like this year, I’m trying the tomatoes and they’re growing. I’m thrilled. I never thought I’d be able to get it right, to grow a thing. I was nervous I must admit, but sure Y there, he was fab. He told me how to do it and that’s how I learnt. But then, like I was saying there about x’s onions compared to mine, ... . I just want to know why theirs grows like that and why mine wouldn’t, you know? ... Like I don’t know what ‘y’ does, but it bloody-well works ... But even just to see the soil. It’s incredible. And even like the paving he’s done, is incredible. It’s really nice. It’s just beautiful. It must be one of the best”

Georgina. Gucci Gardener: Dublin. 2012

111 It seems that over time, the Gucci gardener may undergo a transition as knowledge and skills are disseminated and diffused among plot-holders within the allotment landscape (see chapter 8). Although their foray into allotments was driven by a desire to access their own ‘green’ space, through practice, they re-connect with food production systems and acquire ‘food empathy’ in terms of developing a deeper appreciation for food, it’s source, content and ‘organic’ taste. Furthermore, they are beginning to modify their consumption practices, recycle more, become more resourceful and conscious of food waste. As a result, they are cognizant of their actions and practices, and tend to waste less food at home. As Ruth was keen to point out:

“to be honest, I really became aware of how much food we were wasting at home.... I suppose we just became complacent when there was a lot of money floating around.

You’d do your weekly shop and like I was throwing anything into the trolley without thinking twice about it, where it came from, and the effort that went into to growing it and getting it to the supermarket. And sure if there was food left over we’d just chuck it in the bin. What a waste!. Now I’m more conscious of that, especially when you see how much time and effort it takes to grow it. ... Now I’m definitely more resourceful and conscious of that, absolutely. I suppose I respect food more, I appreciate it, I’m careful about what I buy, more conscious of what we waste ...”

Ruth. Gucci Gardener: Dublin 2012.

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