From “free-from” to Freedom: The Benefits of Living Green

Isn’t it nice to dump all them toxic money-suckers by leading a green & ethical life? To savour the real freedom, not the one that shines in a soda pop ad?

Do you know what I enjoy the Most on my ethical excellence quest?

It’s the fact that I feel like I’ve plunged out of the disgusting Matrix of consumption and the whoooooole supporting system.
This really is the fun part.

I went from free from lactose, free from gluten, free from animal ingredients, free from sweatshop-sewn, free from toxins, free from palm oil to JUST FREE.

These days – and I don’t even think I’m a perfect green consumer yet – I consciously give my money to brands I trust and I don’t care if they’re more expensive than the conventional stuff because their products are good for everyone and also because now I need less.
Are you a sustainable indie brand or company that cares for the ethical, ecological, social and health values pretty as much as I do?
Take my money!

And so it happens that when I walk the high street past the windows where others see oh-so-desirable goods they are dying to possess and even quite literally so since sitting down in our offices is effectively killing us, I see Nothing I want.

While the crowds rush, moving to their own tight rhythm of takeaway lattes, shopping malls, discount cards, two-for-one-bargains, address-for-a-chance-to-win-exchanges, latest trends, instagrammed shopping experiences, my BS-detector is up and running.
Tick-tock. Sssssst.
Most of the things I see are soaked in toxins and poison and produced in a highly unethical way up to child labour and slavery. From chocolate spreads to printed tees, from designer rugs to mascara, the weak ethics of the Big Industry have leaked and I am not the kind of gal who forgets.
(I wonder, have you read The Guardian’s feature on slavery and supermarket prawns? You can also watch the documentary. Please do.)
The truth is: I don’t want any of those anymore.
I don’t want the half-arsed, expensively advertised eco capsule collections from the Big Fashion either, even though I know that they say we need to dance with the Big Devil, or nothing’s gonna change.
Well then, the Big Devil can have a dance.
But I won’t support it with my money anymore.

I’m free to decide, and I’m free to say NO.

So take that, Big Industry.
My ego can’t be bothered with proving I’m better, richer, better looking.
Ads have no power over me.

Consumption has lost its sex-appeal.
I’m free from your Big Media spell.

Indie is the new Sexy.

Now it’s your turn, Adventurer.
Help me help you:
Which indie companies (beauty, fashion, food, banking, media…) do you support?
And where are you still giving $$$ to the Big Industry? Why?
How can the BEAUTYCALYPSE quest help you change it?
Let’s break free.the-green-fun


Geeking out about all things truly green, healthy and ethical over at (Avatar illustration by A. Goncharenko)

14 Responses

  1. Great post! I don’t ‘go fashion shopping’ anymore – haven’t for years – If I need something I turn the whole thing into a chance to meet a friend, or try some new food, or just wander and take photos – and often forget what I went out for in the first place 🙂 Also, London has the best ‘charity’ shops – far more interesting than the high street!

      1. Anonymous

        Wow – I love the scarf idea – also seems to me to be a reminder about the silk issue that you could use to discuss with people who aren’t aware of it – like a sandwich board only prettier? 😉

  2. mel

    Love: Indie is the new Sexy.
    And will definitely be watching that documentary!
    You are too right.. I feel the same way actually. I really cannot set foot in places like H&M or Topshop anymore.. I don’t need 12 collections a year and will rather purchase something that lasts me 20 years (yes that is possible!) than a pair of shoes that only stays with me one season.. because they are so poorly made, they fall apart.
    Well said, adventurer 🙂

  3. Ugh! That article on slavery and prawns was disturbing. I am glad I am relatively free of the Big Media spell etc. I do a small amount of shopping in thrift stores but have recently had cause to question those, simply because, although the money goes to good causes, I haven’t really properly investigated the churches and charities they belong to. Church, Charity doesn’t automatically = good for us, good for the planet.

      1. In my final years of high school, a new subject was added to the English curriculum. It was about the language of media and advertising. It was an eye-opener for me. In more recent years, I assisted in an adult class where people were taught to understand the meaning of advertisements and the true cost of the products advertised. Sadly, it hadn’t occurred to me till then that adults could be so easily misled. 😦

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