ABSTRACT
In 2007, the designer Anya Hindmarch designed a shopping bag made of unbleached cotton that bore the slogan “I’m not a plastic bag”. Sold for £5 in Sainsbury’s supermarkets with a limit of thiry bags per store, supplies of the Hindmarch bag reportedly sold out within an hour of going on sale, prompting stories that ‘green’ had become fashionable, that “sustainable is the new black” (BBC 2007).
