People Tree

Summary

People Tree is a pioneer in sustainable and ethical fashion, dedicated to creating high-quality, stylish clothing that respects both people and the planet. As a Fair Trade-certified brand, it empowers artisans and farmers in developing countries by ensuring fair wages, safe working conditions, and community development opportunities. Committed to environmental sustainability, People Tree uses organic and eco-friendly materials, traditional craftsmanship techniques, and low-impact production processes to minimize its ecological footprint. With a mission to revolutionize the fashion industry through transparency, social justice, and environmental stewardship, People Tree is a leader in blending ethical values with timeless design.

History

In 1991, British social entrepreneur and author Safia Minney created an environmental campaigning voluntary group called Global Village in Japan which focused on all aspects of sustainable living. The team designed and sold Fair Trade products at festivals in Japan and soon started to get requests from stockists.

The start-up was tough as Sophia invested in labour-intensive processes, dealt with disadvantaged artisans in remote corners of Bangladesh, business costs were huge and the apparel was dyed using low-impact dyes, free of azo chemicals and toxic substances. She had a two-pronged vision — the handcrafted apparel made with ethical production procedures was sustainable and provided rural artisans with a steady source of income. Her debut collection, designed using eco-textiles including organic cotton, met Global Organic Textile Standard- certified by Soil Association.

In 1995 Fair Trade Company was formed as a limited company by transferring the fair trading activity to a new company named People Tree. The company began as a catalogue of handwoven natural dyed handbags, footwear and apparel made with cotton, Tencel Lyocell and responsible wool, using hand weaving, hand knitting, hand embroidery and hand block printing by women in remote corners of Bangladesh. Shortly a store opened in Jiyugaoka and in 1996 the ethical fashion brand became a member of World Fair Trade Organization. In 1998, the first flagship store opened in Tokyo. The following year, People Tree expanded to England through a collaboration with Co-operative Group.

Sophia initiated World Fair Trade Day in 1999 endorsed by World Fair Trade Organization and celebrated on the second Saturday of May each year. She also co-wrote the books “Naked Fashion,” “The Sustainable Fashion Revolution”, “Slow Fashion”, “Aesthetics Meets Ethics” and “Slave to Fashion”. In 2000, People Tree was registered as the trading name for Fair Trade Company in London. By 2004, the company expanded into twenty countries and reportedly had a turnover of over $1.79 million. The following year, People Tree Japan launched its first “prototype franchise” store in Tokyo. In 2006, CEO Safia Minney persuaded Top Shop to take People Tree into Topshop as a concession.

Safia and the team worked with several designers, celebrities and influencers such as Emma Watson, Dame Zandra Rhodes and Bora Aksu to mainstream the concept of sustainable and fair fashion. Today People Tree is an active member of Fair Trade, social justice and environmental networks. It has World Fair Trade Organisation guaranteed status, is GOTS certified and a licensee of Fairtrade foundation. Sold in five hundred stores across the world, the fashion brand also has an e-commerce and mail-order business. The core vision has stayed the same since its debut — stylish affordable fashion that respects people and the planet.

People Tree’s collaboration with Emma Watson led to stunning capsule collections. “I designed the collection last year after I’d started university in the US” Watson told Vogue. “Safia, People Tree’s founder, and Misato, People Tree’s designer, came out to work with me in Rhode Island. Together we decided on all the colours, fabrics, shapes and craft skills. Most of all, we took care to design a really wearable collection that truly celebrates the traditional skills of People Tree’s fair trade groups around the world.”

By 2004, the company had expanded into about twenty different countries and turned over a reported $1.79 million. In 2015, founder, co-owner and CEO Safia Minney left the business after separating from her husband James Minney who was Chief Financial officer. In 2021 an e-commerce website was launched as ‘the new home of People Tree in Europe’ in keeping with evolving consumer needs. And, as of 2021, James Minney is CEO of People Tree.

Vision

People Tree’s vision is to create stylish, affordable fashion that embodies a deep respect for both people and the planet. The ethical fashion brand is committed to offering fashionable garments and accessories that are not only trendy and accessible but also crafted with the utmost care for ethical standards. By ensuring that their products are within reach of a wide range of consumers, People Tree strives to make sustainable fashion a viable choice for everyone, proving that style and conscience can coexist without compromise.

At the heart of People Tree’s vision is a dedication to ethical and sustainable practices. The fashion brand acknowledges the critical importance of preserving our environment and promoting responsible manufacturing processes. This commitment extends from the sourcing of organic and fair-trade materials to the support of artisans and communities around the world. People Tree believes that fashion should not only look good but also do good, driving positive change in the industry by setting a standard for transparency, fairness, and environmental stewardship in every aspect of their business.

Mission Statement

People Tree’s mission is to create a sustainable and equitable fashion industry that respects both people and the planet. At its core, the brand is dedicated to producing ethically made clothing that empowers marginalized communities, particularly artisans and farmers in developing countries. By adhering to Fair Trade principles, People Tree ensures fair wages, safe working conditions, and opportunities for economic independence, fostering dignity and self-reliance among its workers. Its mission goes beyond creating stylish, high-quality garments—it seeks to transform the fashion industry into a force for good by prioritizing human rights, social justice, and environmental stewardship in every step of its production process.

Environmental sustainability is an equally integral part of People Tree’s mission. The brand is committed to minimizing its ecological footprint by using organic and sustainable materials, such as organic cotton and eco-friendly dyes, and employing traditional, low-impact production techniques like hand-weaving and hand-knitting. People Tree’s approach aims to preserve the planet’s natural resources and reduce waste, proving that fashion can be beautiful, ethical, and sustainable all at once. By leading the charge toward a more responsible and transparent fashion industry, People Tree’s mission is to inspire both consumers and competitors to rethink their approach to fashion and embrace a more compassionate, planet-conscious future.

Key Team

Founder Safia Minney

Recognition and Awards

People Tree has established itself as a trailblazer in sustainable fashion, garnering widespread recognition for its unwavering commitment to ethical practices and environmental responsibility. The brand has received numerous awards for pioneering the use of organic cotton, fair trade certifications, and sustainable production techniques. As one of the first fashion companies to achieve the World Fair Trade Organization certification, People Tree has been celebrated for setting a high standard in ensuring fair wages, safe working conditions, and community empowerment for its artisans and farmers. Its dedication to creating eco-friendly, stylish garments has earned acclaim from sustainability advocates and industry leaders, further solidifying its reputation as a cornerstone of the ethical fashion movement.

People Tree’s influence extends beyond industry accolades, as it has also gained recognition for raising awareness about the environmental and social impacts of fast fashion. Through its transparency and advocacy, the brand has become a symbol of change, inspiring consumers and other fashion companies to prioritize sustainability. Publications like Vogue, Elle, and The Guardian have featured People Tree as a leading example of ethical fashion done right, while its partnerships with like-minded organizations have strengthened its position as a thought leader in the industry. By combining craftsmanship, innovation, and a passion for positive change, People Tree continues to redefine fashion, earning the loyalty of eco-conscious consumers and respect from sustainability pioneers around the world.

Products and Services

People Tree offers sustainable apparel and accessories. Their product range includes a diverse selection of stylish and contemporary dresses- trousers- knitwear- jumpsuits- tops- skirts- nightwear- activewear- underwear- and essentials. The brand is known for using organic cotton, fair trade fabrics and natural dyes in their production process, ensuring minimal environmental impact and fair treatment of workers throughout the supply chain. In addition to apparel, People Tree provides a selection of accessories and jewellery that complements their sustainable fashion ethos.

Furthermore, People Tree offers services beyond just retail. They actively engage in promoting sustainable fashion and raising awareness about ethical consumer choices. The brand collaborates with artisans and small-scale producers in developing countries, providing them with opportunities for fair wages and economic empowerment and also work with social and environmental organizations to support initiatives focused on creating a positive impact within the fashion industry.

References

• All about People Tree People Tree
• Laura Bailey: Over To People Tree Vogue
• People Tree takes root in Japan Japan Times
• 11 Fashion Companies Leading The Way In Sustainability Forbes
• Instagram account of People Tree Instagram
• Zandra’s People Vogue
• Facebook account of People Tree Facebook
• Emma Watson for People Tree Elle
• Twitter account of People Tree Twitter
• Going the extra mile for fair-trade fashion Japan Times
• Youtube channel of People Tree Youtube
• Emma Watson launches ethical fashion range with People Tree The Guardian
• Corporate Strategy Case Study Ethical and Sustainable Fashion
• Boycott Fast Fashion And Try These Sustainable Brands Plant Based News
• Pintrest page of People Tree Pintrest
• Fashion Farewell Vogue
• Wiki page of People Tree Wikipedia
• Return policy People Tree
• LinkedIn page of People Tree LinkedIn
• Company policies People Tree