Dutch tech-fashion start-up Project Cece that offers a search engine to find fair and sustainable fashion recently made its foray in the United Kingdom. Available in Germany and the Netherlands till now, it uses in-house web tools to collect information from over a hundred different webshops to make it convenient for shoppers to compare brand sustainability. The start-up was founded by Noor Veenhoven and sisters Marcella and Melissa Wijngaarden.

A recent poll by the Clean Clothes Campaign and Changing Markets Foundation found 55 per cent of UK shoppers would be put off buying from a brand associated with pollution in its manufacturing, while only one in ten felt consumers are kept well-informed about the impacts of clothing manufacturing on the environment and people.