People Tree Ltd.
People Tree Ltd. is a fair trade apparel company founded in 1991 by Safia Minney in Tokyo, Japan. The company is based in both London and Tokyo.
History
Early Years
In 1991, British born Safia Minney created Global Village, an environmental campaigning NGO, after discovering how little Japanese people knew about sustainable living. Global Village was the foundation of her own fashion label that would use the fashion business as a tool to empower people from poverty stricken countries to improve their lives through providing them skills and reinvesting in their communities.
People Tree began as a clothing catalog which featured hand woven and natural dyed hand bags, clothing, and clogs made by women from Bangladesh. Nicholls, Alex; Opal, Charlotte (2005). Fair Trade: Market-Driven Ethical Consumption. The initial start up was incredibly difficult as it was the first of its kind. Safia once said, " When I started out, I wasn't very realistic on how difficult it would be to make People Tree work. We were investing in labour-intensive process while the industry was going in the other direction: mass-manufactured fashion, using synthetics instead of natural materials. We were dealing with very disadvantage people in remote places, and the business costs were huge. It was a massive undertaking, but it needed to be done." Finer, Nadia; Finer, Emily (2011). More to Life Than Shoes: How to Kick-Start Your Career and Change Your Life.
In 1995, Fair Trade Company was formed as a limited company and a shop was opened in the fashionable Jiyugaoka district, in Tokyo.[1] In 1997, Safia Minney added a Fair Trade Fashion Collection, using eco-textiles, including organic cotton, to the products sold by Fair Trade Company, and the first People Tree collection was launched. People Tree was working closely with textile artisan groups to help them meet environmental standards and develop their market potential, with two full-time designers at People Tree. In 1998, the first flagship store in Tokyo.
British Expansion
In 1999, People Tree's business expanded to England where the brand formed a partnership with Co-operative Group. In 2001, People Tree launches in the United Kingdom. By 2004, the company expanded into 20 different countries and turned over $1.79 million.Nicholls, Alex; Opal, Charlotte (2005). Fair Trade: Market-Driven Ethical Consumption.
In 2005, People Tree Japan launches its first 'prototype franchise' store in Tokyo. In 2006, CEO Safia Minney persuaded Top Shop executives to take People Tree into Topshop as a concession.[2]
People Tree designs, manufactures and markets its own label and works in collaboration with high profile, international designers like Orla Kiely and Bora Aksu.[3] From 2009 to 2012, People Tree has used actress Emma Watson from Harry Potter as a brand ambassador to launch a fair trade collection for teenagers.[4] In 2013, long time People Tree model Lauren Gold became a People Tree Ambassador.[5]
Currently, People Tree is sold in 500 stores around the world including ASOS.com as well as runs its own online and mail order business.[6]
Mission
"People Tree Mission
To support producer partners’ efforts towards economic independence and control over their environment and to challenge the power structures that undermine their rights to a livelihood.
To protect the environment and use natural resources sustainably throughout our trading and to promote environmentally responsible lifestyles and environmental initiatives to create new models to promote sustainability.
To supply customers with good quality products, with friendly and efficient service and build awareness to empower consumers and producers to participate in Fair Trade and environmentally sustainable solutions.
To provide a supportive environment to all stakeholders and promote dialogue and understanding between them.
To set an example to business and the government of a Fair Trade model of business based on partnership, people-centred values and sustainability"[7]
Awards
2010
- Reveal Magazine Best Ethical Style Award
- High Street Fashion Week Awards – Eco Warrior Award
- WGSN Global Fashion Awards –Shortlisted for Most Sustainable Brand
- Cosmopolitan Best Ethical E-tailer Award
2009
- The Observer Ethical Awards – Fashion
2008
- Cosmopolitan Best Ethical E-tailer Award
- Finalist in the Triodos Bank Women in Ethical Business Awards
2006
- Social Entrepreneur of the Year in the Edge Upstart Awards in Britain
2005
- Community Award at the annual Asian Business Awards
References
- ↑ http://www.peopletree.co.uk/content/43/a-brief-history-of-people-tree
- ↑ http://www.independent.co.uk/news/people/profiles/how-we-met-safia-minney--jane-shepherdson-1788494.html
- ↑ http://www.gordonpoole.com/Safia-Minney-MBE.aspx
- ↑ http://www.dailymail.co.uk/tvshowbiz/article-1351809/Emma-Watson-sexy-sultry-final-collaboration-People-Tree-label.html
- ↑ http://blog.peopletree.co.uk/the-future-of-fashion/
- ↑ http://www.gordonpoole.com/Safia-Minney-MBE.aspx
- ↑ http://www.peopletree.co.uk/content/26/about-us