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When high street retailers were slammed for accepting sweat shop labour to keep prices low, there was general revulsion that we could be unwittingly accepting those conditions as we bought a pair of trainers. But ignorance is no defence and there is a new expectation from shoppers. They may not want worthy sustainable messages forced down their throats at every moment but they do want to know the industry they are buying from has done what it can to ensure it's buying a fair product.

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