Model and actor Lily Cole may be an environmentalist, but she doesn't want to give the impression that she's a saint.
"It's not about living perfectly, it's about choosing your priorities," she says of her efforts to live a sustainable lifestyle.
Lily's collaborated with WWF to help their effort to save the Amazon rainforest – and worked with Vivienne Westwood to campaign for a more ethnical fashion industry – but we're catching up with her at the launch of something new.
Her friend Henry Holland's latest venture, it's a line of t-shirts made from recycled plastic bottles. Created in collaboration with BRITA, all profits will go to the Marine Conservation Society.
Here's her thoughts.
If you're out and about, ask for tap
Water, that is. "It's become more and more normal, if anything it's becoming more of a stigma to use plastic bottles. I used to identify with that feeling of being cheap, but now if I'm in a fancy restaurant I don't even let it bother me. I know I'm doing it for the right reasons," she says.
Be mindful of the drinks and food you buy on the move
"I've stopped buying juices on the go. I do still have the occasional one but I don't want to have bought a plastic bottle for the sake of one quick drink."
Put simply, buy less
"This is really important. It's great to buy conscientiously, to support ethical brands, but actually the simplest thing is to buy less and to be creative with what you have. Most of us have more than we need anyway. Swap with friends, fix damaged clothes. I had a pair of holey trainers, so I bought stickers and badges for them and now I get so many compliments – but all I did was just not throw away a perfectly good pair of trainers."
When grocery shopping, do your packaging research
"I still end up with loads of plastic packaging for recycling. The next thing I want to do is to find places to buy vegetables from that use less packaging. Abel and Cole do boxes of organic fruit and vegetables."
Reduce your meat consumption
"Go vegan or vegetarian. Even if you can't go 100 per cent, try a day a week, see how it feels. The meat industry is the second biggest contributor to greenhouse gases, bigger than all travel combined."
Try out meditation to curb your consumer temptations
"Mindfulness is a big part of being sustainable. I've been trying recently to meditate in the evenings. That way, I am in a better place to make conscious choices, whereas before I was more likely to behave more recklessly."
The #swapforgood t-shirts are available at houseofholland.co.uk, with all profits going to the Marine Conservation Society.