Shanghai label says green is 'in'

Sometimes a small change makes a big difference. In the store of Shanghai brand Icicle, garment wrapping paper has been replaced by cotton bags.

"We found many consumers will throw the wrapping paper away, which is not environmentally friendly. So we created this way of packaging. They can use this cotton bag to store undergarments, stationery or something else," says Ye Shouzeng, founder of Icicle.

Shanghai Icicle Brand Development Co Ltd, which has more than 100 boutiques on the Chinese mainland, is one of the first fashion enterprises to bring eco-friendly ideas to its management.