Fashion Week in the UK kicks off this week, yet whilst it unveils the trends ahead for us Brits to follow and the ‘who’s who’ of the fashion designer world, some would say it needs to focus more on eco-responsibility. It seems sustainable fashion is growing in popularity (consumers and designers) as part of a larger trend of “ethical fashion”. Designers are now adopting the idea of using more environmentally-friendly materials and methods in clothing production, as well as the fashion world embracing ‘up-cycling’ (the art of not wasting & reusing) through to the likes of vintage fashion and charity shop bargain hunting.

Sustainability doesn’t just stop at fashion. It has also become increasingly important in our everyday lives and homes too, with 91% of Brits recycling more items than throwing them away, more than three quarters (76%) cutting down on gas and electricity usage and two-thirds making an effort to cut down on water usage. Yet we still have a long way to go and just over half (55%) of us are claiming we would like to do more to help the environment. These acts of carbon kindness won’t just benefit the environment but our pockets too, with recent research suggesting homeowners could save £960 million if they become more energy savvy. However, with more than three quarters (81%) of us stating we would do more to tackle climate change if businesses did, it is essential that brand’s take the lead in sustainable practices and show us the way.

Acclaimed British eco designer and pioneer Wayne Hemingway enjoys making sustainable living a way of life for himself and his family and is showing his support for this important environmental cause, by encouraging recycling via a new exciting project. Wayne’s home features recycled classics; old boats redesigned into sofas, disused telegraph poles turned into a tepee, and - at the bottom of the garden - an upside-down boat which somehow doubles as a seesaw and a storage shed. To inspire us all to think more carefully about recycling, Wayne has collaborated with iconic drinks brand Coca-Cola to design a unique umbrella with a twist – its fabric is made entirely out of recycled plastic bottles – which launches today to celebrate the brand’s next step on its journey to creating a truly sustainable plastic bottle for the future.