He explains what motivated him to set up the WHERE brand.

"I have worked for UK companies supplying high street retailers with fashion accessories for more than 20 years. I gradually became uncomfortable with the fact that most of our footwear & accessories were supplied from one source; China to the detriment of many other countries around the world".

"I also became passionate about doing something other than just recycling my home waste for the benefit of the environment. I realised that I could use my sourcing experience to set up a network of producers around the world who followed fair trade principles & could make fashion goods to my design specifications".

"UK retailers became very interested in what I was doing; especially when they saw the designs that were possible on a commercially viable scale".

"If we can offer consumers well designed & fairly traded products using locally produced componentry from sustainable sources wherever possible then I think they are prepared to pay a small premium for that".

"By placing business with artisans & small rural communities as well as small producers in slum areas of towns & cities then we allow them to maintain an economically viable community that can retain its traditional skills & lifestyle".