Fragments of culture often become commodities when the tourism and heritage business showcases local artistic and cultural practice. But what happens when local communities become more involved in this cultural marketplace? Incorporating Culture examines how Indigenous artists and entrepreneurs are cultivating more equitable relationships with the companies that reproduce their designs on everyday objects. Moving beyond the assumption that cultural commodification is necessarily exploitative, Solen Roth illustrates the processes by which Indigenous people have been asserting control over the Northwest Coast art industry, reshaping it to reflect Indigenous models of property, relationships, and economics. [ Incorporating Culture ] will resonate with those interested in the confluence of Indigenous artware and tourist souvenir markets throughout the world. [...] All readers will benefit from time spent with this well-told story of cultural adaptation and change, particularly because it refutes notions of Indigenous erasure and, instead, emphasises Indigenous resiliency. -- Thomas McIlwraith ― Anthropologica Incorporating Culture: How Indigenous People are Reshapingthe Northwest Coast Art Industry takes a fresh look at Northwest Coast art through the exploration of economic, legal, and social issues. -- Carolyn Butler-Palmer ― RACAR There is no other book on Native American art like Incorporating Culture. It brings forward new and fascinating perspectives on the myriad examples of Northwest Coast First Nations artware seen in shops, revealing the strength of Northwest Coast values and practices as they penetrate and influence what might be seen from the outside as a strictly capitalist venture. -- Aldona Jonaitis, director, University of Alaska Museum of the North Roth takes a refreshing approach to Northwest Coast art. It does not privilege the historical, nor the fine art market or ceremonial art. Rather, Roth takes seriously the artware made to leave Indigenous communities. She makes a compelling case for reframing the “souvenir” art market on the Pacific Coast as “culturally modified capitalism,” in which Indigenous stakeholders actively shape this industry in locally meaningful ways through intensive engagement with provincial, federal, and global systems. -- Cara Krmpotich, associate professor, Faculty of Information, University of Toronto Solen Roth is a cultural anthropologist currently working as a postdoctoral researcher at the Université de Montréal School of Design.