AN ETHICAL clothing and gift store started at the height of the financial crisis is celebrating a decade of ‘doing things differently’ on Cowley Road.

Josh Knight and his partner Sarah Wearden created Indigo after being inspired by their travels in India to sell sustainable and Fairtrade products.

Opened exactly 10 years ago today, the shop launched during the 2008 recession and the pair had their start-up loan approved the day the Lehman Brothers bank collapsed.

Rather than being disheartened, Mr Knight said the couple saw it as an opportunity to ‘do things differently’.

He explained: "It seemed a sign that sustainable businesses were needed: our ethos is to sell products that are impacting on life as little as possible - we go for things natural, ethical, Fairtrade and sustainable."

The 45-year-old added: "It was difficult though at first and I remember my dad roasting me for the timing as we picked out things for the shop."

Building from a customer base created by selling at Oxford markets and festivals, Ms Wearden said the appetite for ethical clothing and gifts had grown during the decade since opening.

She said: “There has been a real increase in the quality and type of products we are able to stock.

“Small businesses that were just starting when we were are now offering really lovely, innovative items.”

The 48-year-old added: “The biggest growth has been in the zero-waste products and I think people are now a lot more aware of the impact of plastic on the environment.

“We had someone in the shop talking about being surprised a business still used plastic straws and that never would have happened even a few years ago.”

Indigo offers a range of products from reusable coffee cups, lunch boxes and drinking bottles to Beeswax food wrap and bamboo toothbrushes.

Ms Wearden said: “People still want to buy gifts but the trend is for more practical items. Fewer objects for the home but beautiful long-lasting ones.”

As part of the 10th anniversary a full refit has also been carried out in the Cowley Road store.

Mr Knight said: “We’ve cleared out some of the older furniture so there is a lot more room.

“It felt like the perfect time for a refit and it really feels as if we have come of age.”

He added: “We would love to be an inspiration to other creative entrepreneurial types thinking about giving it a go and offer more creative and soulful alternatives to the mainstream corporate run businesses.”

To celebrate the milestone the shop will be having a 10-themed sale on Saturday. Everything in the store will be 10 per cent off. There will also be an additional

For more information visit shopindigo.co.uk