'What if I could create a brand that would have an impact on fashion, as well as improving the living conditions of people worse off than me?' Peter Ingwersen, on eco-fashion and his new company Noir.

"The look and philosophy behind 21st-century eco-fashion - which last year was worth £43 million in the UK - is far removed from combats, grubby T-shirts and friendship bracelets. Leading labels such as People Tree (which this month goes into Topshop) report a staggering 70-per-cent rise in sales. Other names include Ciel (shop) (worn by Sienna Miller and Cate Blanchett) and Edun, which was set up by Bono's wife, Ali Hewson (Cameron Diaz loves its jeans). Ciel's designer, Sarah Ratty, is typical of this new generation. "Our clothes are for cosmopolitan, busy, fashionable people who care about the planet, but don't want to sacrifice style," she says.

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