Can we find eco style on Oxford St?

There’s plenty of stylish ethical fashion available online, but how easy is it to find eco style in London’s West End? On a Saturday afternoon? Greenmystyle.com editor Sarah Woodhead finds out…Sarah writes:

“You’re doing what? Oh my God. Really? But it’s Saturday afternoon. Uugh,” was the general response when I explained to my nearest and dearest that, yes, I was planning to head into the West End, global mecca to fast fashion, looking for ethical alternatives. One friend actually said: “Are. You. Nuts?!!”

But the sun was shining when I woke up that day, and good things happen on sunny Saturdays, right? Everything was bound to work out just fine, half the usual shopping mob would find a pub garden instead, every shop assistant on Oxford Street, Regent Street and Carnaby Street would be eager to help me and I’d be spoilt for choice. Surely?

So, With a credit (crunch) card in my purse, a re-usable shopping bag in my handbag and a spring in my step I headed off on the number 12 bus to Oxford Street, determined to discover that the Great British High Street is doing its bit for green style.

My mission is to show that at least one purchase in an average shopping bag can easily be an ethical one – maybe it’s organic cotton, hemp, wild silk, recycled, fair trade, artisan-made or locally produced.

And one purchase would be enough, for now. I’m not advocating that all women immediately reject all non-ethical fashion. Ultra-cheap and disposable fast fashion is a no-no in my book, but like most discerning girls, my wardrobe is a mix of longer-lasting high street style, ethical items and vintage / secondhand treasures. It will be a gradual change to a fully ethical wardrobe.

Three hours later I was back on the number 12, but was I still smiling? Click on the images below to find out how I fared in each of these stores - on the image page, scroll down to see the report underneath. I’ll be adding more stores very soon, including Topshop.

What’s your experience of shopping for ethical fashion on the high street? Please leave a comment below

Take on a High Street challenge for greenmystyle.com and the nation!

greenmystyle.com is looking for volunteers to go shopping – a tough job we know! We want to find out how easy or hard it is to find eco style on a high street near you, up and down the country. If you’d like to have a go, in the spirit of getting the word out and supporting eco style, please email sarah@greenmystyle.com. PS, You won’t have to write the article, unless you fancy having a go. Thank you!