The action began incognito, as the protestors secretly delivered messages questioning consumer greed and the unethical sourcing of cheap fashion into the pockets, zips, and cuffs of clothing in Primark. Messages such as “I wonder if the person who made this garment is happy?”, and “Do you really need another one of these?” were soon dotted around the bustling store and security quickly reacted, calling all cleaners to the ground floor to remove the labels. The protesters escaped unscathed, merry in the knowledge that the chances of hunting out all the labels would be pretty slim.

After a quick change of clothes the protestors took to the street, antlers and all. With a splendid banner and leaflets a-plenty they approached the swarms of passers-by and announced that they need not spend money this Christmas to be happy. Some engaging debates ensued concerning consumerism and sweatshops. It was felt by some that only the financially privileged could afford to have a conscience, and that outlets such as Primark offered those with a lower income the chance to look (and therefore feel) good. Others had been so far unaware of shops like Primark’s association with factories in India, and were genuinely shocked at some of the stories the protestors relayed about underpaid and mistreated workers. Whilst not everybody agreed, the value of lively public debate cannot be underestimated. Talking about something is the first step to changing it and perhaps now a few people will think twice before buying something just because it is cheap. It’s real cost is inhumanely high.