Having all moved to Brighton from Portsmouth in 2016 to attend university, friends Matthew Denford, Charlie Jordan and Ryan Hudson were staggered to see how many fantastic, ethically minded retailers there were in and around the city, and they hatched a plan to give them the exposure, visibility and reach they deserve for all the fantastic things they do.

Ethicul – the sustainable reward system was born. To benefit, sign up and shop with any of their partnered retailers either online or in-store. Send the receipts to hello@ethicul.co.uk to accumulate Ethicul Tokens. Once you reach either 250 or 500 Tokens, you can go ahead and claim an Ethicul Reward of your choice.

Their vision is to create 1,000,000 ethical transactions between individuals and ethical businesses across the UK by 2025.