I am interested in unpicking the emotions behind the McCartney ethics. Stores are powered by renewable energy, with wood floors made from sustainably managed forests; fabrics are organic where possible (34% of denim, 36% of jersey); no leather or fur is used. Are animal rights what matters most? “It’s all one thing to me. I ride my horse and I’ll notice a tree coming into bud and connect that with the weather. I was brought up a vegetarian on an organic farm, so it’s a natural mindset for me. Fifty million animals are killed every year for bags and shoes. Even if you’re not interested in the cruelty aspect, there’s a huge environmental impact. Vast water resources, and grain that could otherwise be going into people’s mouths, are going through an animal in order to become an accessory.”