JEN MUSGREAVE WEIGHS IN ON HOW ETHICAL SHOPPING IS SHIFTING LONDONER'S HABITS

"London is one of the shopping capitals of the world, but the way Londoners are buying clothes is, well, all over the shop. Shopping habits are in flux because consumers are in flux, especially millennials, who are the most contradictory generation of all time. We say we care about the environment, but we engage with fast fashion. We say we want brands to do good in the world, and yet we’ll queue round the block for the latest trainer and support the extremes of capitalism. But when it comes to the environment, the cultural mindset has definitely shifted. It’s no longer hippie or alternative to take your own bags to the shops and use reusable cups or bottles; it’s simply being conscious. And that is extending to our wardrobes."

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