Colin Firth is set to open an eco-friendly shop in London next month. The store will be called Eco and is described as an "ecological destination store". It will stock Fairtrade and ethical goods, as well as offering customers the services of environmental experts who can teach them how to make their homes greener.

Firth - who will attend the official launch of the shop in Chiswick, West London, on December 1 - is quick to deny he is an environmental "hero."

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