How to shop consciously on a high street budget The sustainable guide to buying less and buying better on the high street British label Kitri has introduced made to order to minimise waste When I first made efforts to shop more consciously, I was so baffled and overwhelmed by what to buy (does organic cotton from a fast fashion brand count? etc) and the best practice, that I found the easiest and most “obviously helpful” thing I could do was just to shop less. Sustainability is complicated, particularly on the high street, and if someone who almost exclusively shops there and who works in the fashion industry finds it tricky to navigate, then you’d be forgiven for feeling the same.