Ascension Ruby dress, £75

Ascension has just opened a new store in chic St Christopher’s Place in London.

Ascension, formerly Adili, is the foremost ethical fashion website; now it’s possible to buy in the real world in a chi chi shop between Carluccio’s and Auberge, bookended by Whistles and Jigsaw.

Adili was founded by entrepreneurs Quentin Griffiths, part of Asos.com, and Adam Smith, who is now the CEO, in order to try and slow down fast fashion by stocking treasured pieces made with both consideration and care.

The name change came about when Adili acquired Ascension, their best-selling brand, which had gone into liquidation in 2008. Adam felt that Ascension’s name was better for the company as a whole because it sounded less ‘ethical’ and ‘ethnic’.

Indeed, should anyone accidentally wander into the white and blond wood space, nothing would immediately scream out ‘ethical’. The current range has both men’s and women’s clothes, handbags, a smattering of accessories and silk knickers plus cosy knits by The North Circular, founded by supermodel Lily Cole and designer Izzy Lane.

The own-brand Ascension range is the most affordable, with well cut long-sleeved tops, T-shirts and trousers. There are elegant Karen Cole dresses, including a Marni-esque one in navy merino with the soft feel of vintage crepe; Liberty-style prints by Annie Greenabelle in shirts and cutsie dresses, Bibico, a new range prompted by Defra’s Shared Talent India, an initiative to inspire designers to use sustainable Indian textiles and talent, funky Komodo hemp skirts, gently draping jersey by Stewart and Brown and luxury new addition, Fin.

Most of the colours in the collection are muted, apart from the odd flash of red, teal or fuschia, and, of course, Ascension’s signature outfits in vibrant Indian summer coloured florals.

Internet clothes shopping can be hit and miss and I object to having to pay postage and postal returns: you can shell out a tenner simply for trying something on. So it is wonderful that, along with Equa-clothing we finally have a bit of choice when shopping for sustainable fashion on the high street.

If you can’t get to London, Ascension has also opened a small shop in Dorchester. But if you do visit the one in St Christopher’s Place, just remember to save a few pounds for coffee and cake at Carluccio’s.