opened in Digbeth in central Birmingham last June. The location is significant: Digbeth is the Shoreditch of Birmingham – a rundown area that now has a millennial buzz and a taste for social entrepreneurship. The two social entrepreneurs who set up the shop, using their own savings plus money from crowdfunding, are Tom Pell, a 32-year-old chemist who got the zero-waste bug in Australia (which is at least a decade ahead of the UK in environmentalism), and a 28-year-old fashion designer, Jeanette Wong.