On 27 November 2011, at the Primrose Hill Christmas Fair, Fashionista Sadie Frost and Radio One DJ Nick Grimshaw launched the new eco-tote bag designed by local artist, Lynne Pritchard, in support of the Primrose Hill Not Plastic Hill campaign. Supported by most local retailers and residents, its objective is to cut down use of plastic, an increasing menace to healthy oceans and ourselves.

Spearheaded by local eco-groups, Global Ocean and Transition Primrose Hill, alongside the Primrose Hill Business Association (PHBA), and with special thanks to Gillian Anderson Price at Judith Michael and Daughter and Jo Barnett at Prim Nail and Beauty, it is hoped that the rest of London follows suit and revises its usage of plastic bags.

And why? Annually, around 100,000 marine mammals are killed by plastic, and ingestion of plastic molecules by fish is building up a potential minefield of problems for both ocean and human health. With healthy seas providing the most oxygen for us Londoners, the message is clear: "keep plastic to a minimum and use alternatives".

Next year Sadie Frost and Nick Grimshaw will be designing their own eco-tote bag to aid the campaign in a bid to make Primrose Hill the first plastic bag free zone in the city.

Buy your Primrose Hill Not Plastic Hill eco-tote bag online HERE or in store at Judith Michael and Daughter, Prim Nail and Beauty and most other local retailers.

Check out some of the press coverage from the launch HERE and HERE.