I think of green living as being all about bean sprouts and Birkenstocks. Isn’t the idea of green luxury an oxymoron?

One of the greatest barriers to establishing a green ethos in the mainstream has been the common perception that living green means living in a yurt, eating tofu and wearing hemp trousers. I want to promote the idea that whatever you want to build, or however you want to live, you can do it greener. It’s about making conscious choices, not doing without. Making a single green choice is a step in the right direction. And the more green choices we make in our day to day lives, the more demand we create for greener products and services. To me, this approach holds far more promise for all of us in the long run than the immediate moral gratification of being a green purist.