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In this article we theorize the early moments of non-isomorphic institutional change. In avoiding the `hero imagery' of the individual institutional entrepreneur we emphasize the role of different actors and broader historical processes in explaining the substantive changes and developments in the superyacht industry between the late 1960s and early 1980s. Particular attention is given to explaining the significance of entrepreneurialism, opposition, opportunity creation and change consumption during the early moments of de- and pre-institutionalization. Broader processes of consumption, authentication, regulation and technological development are also key. In summary, the article demonstrates the value of a relational approach for understanding institutionalization.