This historical ethnographic project explores the spatialtemporal dimensions of the politics of practices and their impact on non-consumption. Within an intensified sustainability debate in marketing (McDonagh and Prothero, 2014, McDonagh, 2017), practice nexi (Hui et al., 2017) become central to understanding the impossibilities of sustainable consumption (Scheurenbrand, et al. 2018). Research indicates that practice constellations, intersections and dynamics give insights into political tensions and power relations (Watson, 2017, Denegri Knott et al., 2019), which can have negative impact on the life of sustainable practices. It is thus time to revisit the concept of non-consumption under a practice ontology to explore why unsustainable ways of life persist, while sustainable consumption is unsuccessful in establishing itself despite policy attempts and willing consumers to resist (Cherrier et al., 2011, Evans, 2011, Chatzidakis and Lee, 2012).