via People

Love Actually and What a Girl Wants star Colin Firth has personally promoted social responsibility for a while now, specifically by opening two ethical-coffee cafes in London called “Progreso” and “Covent Garden” aimed to benefit Fairtrade growers.

Now, Firth is entering his third retail venture by founding a new environment-friendly store in Chiswick, England that aims to be a full-service location where people can find inspiration, ideas, advice, and products for green living. What’s even more impressive though is that Firth’s new store in western London, "Eco", has now become the driving force in a campaign to make Chiswick the first “eco village” in London. The campaign calls for shops, businesses, and locals to support a few key green issues:
- “ban the use of plastic bags and replace them with sustainable alternatives
- campaign the local council for better commercial recycling provision
- switch to a green energy supplier”, according to their website.

The movement, which was launched at a local community meeting on June 19, is part of a larger chain of events to promote London Sustainability weeks, called “Love London.” Other events included the “Bedford Park Festival” on June 7-8 where Eco held a stand that sold their contemporary and artisan-made products, and distributed tips and advice on how to be more energy efficient in homes, schools, and businesses.