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Colin Firth To Open Eco-Friendly Shop In London

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firth.jpgActor Colin Firth is placing the final touches on a new green store in London imaginatively called “Eco”. Set to open next month, it will stock Fairtrade and ethical goods, as well as offering customers the services of environmental experts who can teach them how to make their homes greener. Kind of like a green Home Depot, but not really. From the article,

“I’m no eco hero’, said Firth. ‘I’m doing the shop because I think it’s a good idea. If I’m in a position to say anything, it is because I’m one of the culprits. I’m culpable because I’m a consumer. When you start to think about global warming, Western over-consumption, our energy wastage, it makes you want to improve the negative effects of your complicity in it.

‘The thing is, if you have been given the privileges we have, if you have this many perks, surely you can help out. Rather than being a luvvie with a lofty opinion preaching to people, I prefer to do things, to get involved, put my money where my mouth is and learn along the way.'”

For those of you wondering what a “luvvie” is (like me), here’s the definition: “A luvvie is a rather overexuberant thespian.” Your word of the day, compliments of Firth.

The new “Eco” store will be the actor’s third green business. He also has two ethical cafes in Covent Garden and Notting Hill. Awesome. Now go watch Love Actually. C’mon, you know you want to.

via the lovely femalefirst

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