Consumer researchers have primarily conceptualized cultural capital either as an endowed stock of resources that tend to reproduce socio-economic hierarchies among consumer collectivities or as constellations of knowledge and skill that consumers acquire by making identity investments in a given consumption field. These studies, however, have given scant attention to the theoretical distinction between dominant and subordinate forms of cultural capital, with the latter affording comparatively lower conversion rates for economic, social, and symbolic capital. To redress this oversight, we present a multi-method investigation of middleclass men who are performing the emergent gender role of at-home fatherhood. We profile and theoretically elaborate upon a set of capitalizing consumption practices through which athome fathers seek to enhance the conversion rates of their acquisitions of domesticated (and subordinate) cultural capital and, to build greater cultural legitimacy for their marginalized gender identity.