People Tree
Categories
Sophia Minney (Founder)
James Minney (CEO)
Fashion and Textiles
Retail and Consumer Goods
Summary
In 1991, Safia Minney created an environmental campaigning voluntary group in Japan to focus on sustainable living. The team designed and sold Fair Trade products at festivals and it inspired her to launch ethical fashion label, People Tree.
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.
Mission
Patagonia’s mission is clear and bold: “We are in business to save our home planet.” This new mission statement reflects the brand’s deepened commitment to environmental activism, shifting from simply creating the best products with minimal harm to focusing entirely on the urgent need to address the environmental crisis.
While the previous mission emphasized building quality products and using business as a force for good, the new mission amplifies Patagonia’s dedication to the planet, prioritizing the preservation and restoration of the Earth above all else. Patagonia remains steadfast in its efforts to innovate, inspire, and implement solutions that directly contribute to the health of our planet, leveraging its business as a powerful tool in the fight against environmental degradation.
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.
Key Team
Sophia Minney (Founder)
James Minney (CEO)
Recognition and Awards
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
Sophia Minney (Founder)
James Minney (CEO)
Fashion and Textiles
Retail and Consumer Goods