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BIRMINGHAM - Consumers wanting to shop ethically are struggling to choose between brands with some proudly flying the flag of sustainability while others seem happy for apparently excellent work to go under the radar.

A host of recent consumer surveys have indicated a growing desire among shoppers to take environmental and social issues into account when making their purchasing decisions.

But a recent McKinsey report pointed out there was “no common language to define sustainable fashion” and that “consumers lack a clear picture of what sustainable fashion is all about”.

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